| Summary: | The retail market has been expanding its service channels through the creation of mobile applications, websites for the purchase of products and services, among others. Self-service technologies are constantly evolving, as are the factors that determine the dissatisfaction of consumers who use them. Applying the Critical Incident Technique (ICT), this study aims to identify the determinant aspects of consumer dissatisfaction that use self-service technologies to purchase products for Pets, as well as to relate dissatisfaction with the repurchase behavior of the service. The analysis of consumer testimonials allowed to identify critical factors of dissatisfaction and the relationship between the response time and the satisfaction score with the service, demonstrating that dissatisfaction directly impacts the intention to repurchase. With the identification of the critical factors, it will be possible to focus on future studies to improve the quality of self-service technologies.
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