Abstract
This study investigates the adoption of self-service technologies (SST) among consumers in Saudi Arabia using the multi-industry approach. Unlike the majority of previous studies which either focuses on a specific industry or a specific SST, this study looks at SST adoption across multiple industries and across various SST platforms. In addition, it proposes a new construct—“consumers seek values” comprising of time convenience, ease of use, usefulness, secure/privacy, autonomy, service ubiquity and enjoyment adopting the Technology Acceptance Model (TAM) as the research framework. The model includes consumer demographic characteristics which represents the exogenous variable while consumer adoption of SST as the endogenous variable. Based from a mall-intercept technique, a final usable sample comprises of 400 respondents was collected in four major cities in Saudi Arabia. This represents an effective response rate of 44%. The hypothesis was tested using SEM and WrapPLS to illustrate the relationship. The results showed that the proposed framework was significant.
Highlights
The current convergence of information and communication technology (ICT) is creating new opportunities
This study investigates the adoption of self-service technologies (SST) among consumers in Saudi Arabia using the multi-industry approach
While it is important that the service provider’s SST is easy to use and offers numerous benefits, it is of paramount importance that it should provide a time convenience—meaning that it gives a time advantage over personal or current service operations
Summary
The current convergence of information and communication technology (ICT) is creating new opportunities. Technology-based interactions are expected to become an increasingly important ingredient for long-term success in the delivery of services for industry such as retailing and hospitality (Bitner, Brown, & Meuter, 2000) in the future In this rapidly emerging, technologically oriented service concept, customers provide the service for themselves by utilizing technology with or without help from an employee of the service provider (Meuter, Ostrom, Roundtree, & Bitner, 2000; Henderson, 2001).Strategically, the deployment of sophisticated SSTs in service encounters is expected to increase consumer satisfaction through improved service quality (Bitner et al, 2000; Parasuraman & Grewal, 2000) while cutting costs at the same time (Weijters et al, 2007). The penultimate section presents the results of the study and in the last section, conclusions are drawn
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