Analisis Hubungan Teknologi Swalayan dan Layanan Personal terhadap Loyalitas

Abstract

Many companies use self-service technology nowadays as a result of advances in technology.In the specific, those companies replace personal services with self-service technologyfacilities. For instance, a bank can use automatic teller machine (ATM) instead of a bank tellerinside the bank. The use of self-service technologies is aimed to fulfill the variety of consumers’needs. However, not many research focus on the impact of self-service technology onconsumer satisfaction and loyalty. Therefore, the aim of this research is to test a model of theimpact of self-service technology on consumer satisfaction and loyalty. This research replicatedthe model which was developed by B���������������eatson et al. �(22006006�������) and ex��������������������������������tend the model by adding a variablecalled consumer loyalty. Questionnaires were distributed to respondents by the drop-off/pick-up method and a total of 372 completed questionnaires were used in the analysis. The datawas then analyzed using structural equation modeling. All research hypotheses were supportedthis paper also provides the implications for theoretical and managerial and offers directions forfuture research.Keywords : Self-Service Technology, Personal Service, Consumer Satisfaction, Commitment,and Consumer Loyalty