Abstract
Technologies have changed the way of doing business remarkably. The marketplace is being replaced by market space, where almost all products/services are embodied in digital forms and delivered through information-based channels. As a result, this study attempts to investigate the determinants of marketspace marketing, particularly of self-service technologies. More specifically, the study examines the relationships among technology readiness, perceived value, customer satisfaction, and continuance intention in using self-service technologies. Data was collected through a questionnaire survey on 179 users who have had experience in using self-service technologies (including internet banking, airline ticket online booking, and tours online booking) in Ho Chi Minh City –Vietnam’s largest city. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. The results show that all of the six hypotheses were empirically supported. Specifically, (1) Technology readiness has a strong positive influence on perceived value, customer satisfaction, and continuance intention; (2) Perceived value shows a moderate positive impact on satisfaction and continuance intention; (3) Satisfaction has a significant positive impact on continuance intention. In terms of theoretical contributions, this study proposed a value-based framework to predict continuance intention and conceptualized technology readiness as a second-order formative construct, which better represents the content of the construct originally developed by Parasuraman (2000). In terms of managerial implications, marketing managers should pay special attention to TR when making decisions such as launching new SSTs, segmenting customers, or boosting customers’ TR.
Highlights
IntroductionTechnology plays an increasingly important role in delivering services. Parasuraman and Colby 1 claimed that technology has revolutionized service development and delivery in virtually every service category
Nowadays, technology plays an increasingly important role in delivering services
The study aim at empirically investigating the relationships among technology readiness (TR), perceived value, satisfaction and continuance intention in the context of self-service technologies (SSTs)
Summary
Technology plays an increasingly important role in delivering services. Parasuraman and Colby 1 claimed that technology has revolutionized service development and delivery in virtually every service category. Traditional marketplace has been gradually replaced by marketspace which is featured as information-based channels and information digitalization 2. This trend leads to the emergence of self-service technologies (SSTs), or service encounters that help customers to produce services regardless of service employment involvement 2. Extant work in technological based services in general and SSTs in specific has much focused on technology readiness (TR), 5 and more, on perceived usefulness and ease of use, the two primary factors of the well-known TAM model by Davis 6 to investigate how individual customers are ready to adopt and continue using newly developed service systems 7. Our present paper attempts to shed light on this gap by using consumer value theory rather than TAM constructs to develop a research model that simultaneously employs consumer TR, perceived value and satisfaction for predicting
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