Technology based self-service (TBSS) facilities have been widely implemented in the service industry and it is therefore vital to understand how customers arrive at decisions to adopt it. This paper presents and tests a model assessing the antecedents of customers’ acceptance of technology based self-service by merging the Technology Acceptance Model (TAM) with self-service attributes. The findings show that intention to use TBSS is an ultimate function of customers’ perceived usefulness of the self service technology, their attitude towards using it, and their perceived enjoyment of using it. Managers who wish to employ TBSS should therefore first obtain a good understanding of the factors that drives their customers’ attitude towards the-self service. They should investigate how to make the self-service more enjoyable in addition to focusing on the traditional usability- and usefulness enhancing features. Recommendations for future research are also provided.