Self-service technologies (SSTs) are increasingly changing how customers interact with firms to create service outcomes. While academic research has focused on interpersonal service encounters, there is much to learn about customer interactions with SSTs. This study analyzed over 800 incidents involving SSTs from a web-based survey, categorizing them to identify sources of satisfaction and dissatisfaction. The results show that SSTs are used for a wide range of services, including banking, travel, and retail. The study also explores how customer satisfaction with SSTs relates to attributions, complaining behavior, word of mouth, and repeat purchase intentions. The research questions addressed include: What are the sources of customer satisfaction and dissatisfaction in SST encounters? Are these sources similar to or different from those in interpersonal encounters? How are satisfying and dissatisfying SST encounters related to attributions, complaining, word of mouth, and repurchase intentions? The study used the critical incident technique (CIT) combined with quantitative measures to explore these questions. The results show that satisfying SST encounters often involve solving an intensified need, being easier to use, saving time, or enabling users to perform tasks anytime or anywhere. Dissatisfying encounters are often due to technology failures, process failures, poor design, or customer-driven issues. The study found that customers often attribute positive outcomes to the technology and negative outcomes to the technology or service provider. Complaining behavior was more common in dissatisfying incidents, with higher rates in technology failure and service design categories. Customers were more likely to engage in positive future behaviors after satisfying SST encounters, and less likely after dissatisfying ones. The findings suggest that SSTs can be a valuable tool for customers, but their success depends on factors such as technology reliability, ease of use, and customer perceptions of service quality. The study highlights the importance of understanding customer interactions with SSTs to improve service quality and customer satisfaction.Self-service technologies (SSTs) are increasingly changing how customers interact with firms to create service outcomes. While academic research has focused on interpersonal service encounters, there is much to learn about customer interactions with SSTs. This study analyzed over 800 incidents involving SSTs from a web-based survey, categorizing them to identify sources of satisfaction and dissatisfaction. The results show that SSTs are used for a wide range of services, including banking, travel, and retail. The study also explores how customer satisfaction with SSTs relates to attributions, complaining behavior, word of mouth, and repeat purchase intentions. The research questions addressed include: What are the sources of customer satisfaction and dissatisfaction in SST encounters? Are these sources similar to or different from those in interpersonal encounters? How are satisfying and dissatisfying SST encounters related to attributions, complaining, word of mouth, and repurchase intentions? The study used the critical incident technique (CIT) combined with quantitative measures to explore these questions. The results show that satisfying SST encounters often involve solving an intensified need, being easier to use, saving time, or enabling users to perform tasks anytime or anywhere. Dissatisfying encounters are often due to technology failures, process failures, poor design, or customer-driven issues. The study found that customers often attribute positive outcomes to the technology and negative outcomes to the technology or service provider. Complaining behavior was more common in dissatisfying incidents, with higher rates in technology failure and service design categories. Customers were more likely to engage in positive future behaviors after satisfying SST encounters, and less likely after dissatisfying ones. The findings suggest that SSTs can be a valuable tool for customers, but their success depends on factors such as technology reliability, ease of use, and customer perceptions of service quality. The study highlights the importance of understanding customer interactions with SSTs to improve service quality and customer satisfaction.