Technology readiness and mobile self-service technology adoption in the airline industry: An emerging market perspective

Cameron Smit,Mornay Roberts-Lombard,Mercy Mpinganjira

doi:10.4102/ac.v18i1.580

Cameron Smit, Mornay Roberts-Lombard + Show 1 more

Open Access

https://doi.org/10.4102/ac.v18i1.580

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Journal: Acta Commercii	Publication Date: Sep 26, 2018
Citations: 12	License type: CC BY 4.0

Affiliation: University of Johannesburg

Abstract

Orientation: While mobile applications are seen as the way forward for airlines and airports alike, not much is known about consumers’ readiness to adopt such self-service technologies. This is important because of lower than expected adoption rates of traditional self-service technologies (online websites and check-in kiosks) in the airline industry.Research purpose: The purpose of this study was to determine passengers’ level of technology readiness and its influence on their adoption of mobile self-service technologies in the airline industry of South Africa.Motivation for the study: To ensure the adoption of mobile self-service technologies in the airline industry, it is necessary to uncover consumers’ readiness and adoption behaviours towards such technologies.Research design, approach and method: Primary data were collected from 315 respondents using a structured questionnaire. The sample comprised South African citizens who had travelled using an airline either domestically or internationally within the previous 12 months. Regression analysis was used to test hypotheses posited in the study.Main findings: The findings showed that airline self-service mobile application adoption is influenced by technology readiness, perceived ease of use and perceived usefulness; both perceived ease of use and perceived usefulness are influenced by technology readiness; and perceived ease of use strongly influences perceived usefulness regarding airline mobile self-service application adoption.Practical/managerial implications: Effective communication aimed at enhancing the perception that airline self-service mobile applications are easy to use is essential to increase the adoption of mobile applications in the airline industry.Contribution/value-add: The article contributed by applying the TRAM construct to the use and adoption of self-service mobile applications in the airline industry. In addition, the study also integrated the recently refined TRI 2.0 into the TRAM construct (TRAM 2.0).

Highlights

IntroductionThe airline industry has seen the widespread implementation of mobile self-service technologies
In the new millennium, the airline industry has seen the widespread implementation of mobile self-service technologies
The dimension for which respondents indicated their highest level of agreement with the presented statements was the optimism dimension, which indicates that the sample group generally displayed high levels of optimism towards technology in general

Summary

Introduction

The airline industry has seen the widespread implementation of mobile self-service technologies. SITA (2013a) suggests that the implementation and use of mobile self-service technologies is set to increase, supported by growing expenditure by the airline industry on information technology. The growth of mobile self-service technologies in this sector and others is a result of their potential value to companies and their customers This value manifests primarily in the elimination of the service employee from the service encounter, which allows the airline industry to reduce labour costs, shorten queues, occupy smaller spaces and minimise the total service time for consumers (Hassan, Sade & Rahman 2014:61)

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