Abstract
With the tremendous growth of self-service technologies (SSTs) in many industries, SSTs in the context of service provision are recognized as more effective and important technologies to minimize investment costs and maximizes service quality. By means of reviewing and integrating literature in several fields, the present paper attempted to provide an understanding of this relationship in terms of the links between SST characteristics (perceived risk, perceived ease of use, and perceived usefulness), consumer technology readiness, social pressures (coercive, normative, and mimetic), and SST adoption. Eight hypotheses from a conceptual model developed to predict and explain consumer intentions towards SST usage were tested through data collection from senior undergraduate and graduate students majoring business as respondents. Through structural equation modeling (SEM), findings indicated that SST characteristics, consumer technology readiness, social pressures were crucial determinants of SST adoption. Besides the empirical confirmation of the hypotheses given, finally, there were several practical implications for service marketers and future research directions for scholars. Key words: Self-service technologies (SSTs), self-service technologies characteristics, technology readiness, social pressures, self-service technologies adoption.
Highlights
Self-service technologies (SSTs) have been prevalently applied in many industries, including airline, banking, travel, hotel, financial, and retailing since the automated teller machines (ATMs) were introduced several decades ago
By means of reviewing and integrating literature in several fields, the present paper attempted to provide an understanding of this relationship in terms of the links between SST characteristics, consumer technology readiness, social pressures, and SST adoption
Convergent validity and discriminant validity were assessed through the confirmatory factor analysis (CFA) before examining the conceptual model
Summary
Self-service technologies (SSTs) have been prevalently applied in many industries, including airline, banking, travel, hotel, financial, and retailing since the automated teller machines (ATMs) were introduced several decades ago. Can these SSTs provide a variety of self-services, including automated hotel checkout, flight ticket checkouts at kiosks or online, internet shopping, paying bills online, banking via ATMs, and self-scanning checkouts at grocery or discount stores, to consumers (Bitner et al, 2002; Elliott et al, 2008), but can produce the tremendous economic value (Burrows, 2001). Can SSTs enhance competitiveness of organizations (Bitner, 2001; Cunningham et al, 2009; Meuter et al, 2000; Messinger et al, 2009), but can more effectively and importantly minimize costs, and provide better, more efficient, customized services (Burrows, 2001; Cheng et al, 2006; Weijters et al, 2007)
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