This research explores the sources of customer satisfaction and dissatisfaction with self-service technologies (SSTs) through a critical incident study involving over 800 incidents. The study categorizes these incidents to identify the factors that contribute to customer satisfaction and dissatisfaction. The findings reveal that customer satisfaction is driven by SSTs' ability to solve immediate needs, provide better alternatives than interpersonal services, and perform their intended functions effectively. Conversely, dissatisfaction is often due to technology failures, process issues, poor design, and customer-driven failures. The study also examines the relationship between incident satisfaction and customer attributions, complaining behavior, word-of-mouth, and future purchase intentions. Results show that customers tend to blame technology or service providers for dissatisfying outcomes but take credit for positive outcomes. Additionally, dissatisfying incidents are more likely to lead to complaints, while satisfying incidents are less likely to result in complaints. The study's implications for managers and researchers are discussed, emphasizing the importance of understanding customer interactions with SSTs and the need for effective design and positioning of SSTs to enhance customer satisfaction and loyalty.This research explores the sources of customer satisfaction and dissatisfaction with self-service technologies (SSTs) through a critical incident study involving over 800 incidents. The study categorizes these incidents to identify the factors that contribute to customer satisfaction and dissatisfaction. The findings reveal that customer satisfaction is driven by SSTs' ability to solve immediate needs, provide better alternatives than interpersonal services, and perform their intended functions effectively. Conversely, dissatisfaction is often due to technology failures, process issues, poor design, and customer-driven failures. The study also examines the relationship between incident satisfaction and customer attributions, complaining behavior, word-of-mouth, and future purchase intentions. Results show that customers tend to blame technology or service providers for dissatisfying outcomes but take credit for positive outcomes. Additionally, dissatisfying incidents are more likely to lead to complaints, while satisfying incidents are less likely to result in complaints. The study's implications for managers and researchers are discussed, emphasizing the importance of understanding customer interactions with SSTs and the need for effective design and positioning of SSTs to enhance customer satisfaction and loyalty.