Use Of Self-service Technologies Research Articles

Attitudinal and Situational Determinants of Self-Service Technology Use

The authors test an extended technology acceptance model by incorporating two situational and two attitudinal variables as new predictors of self-service technology adoption. The situational variables are waiting line and service complexity, whereas the attitudinal variables are technology trust and technology anxiety. The study employs an experimental approach with hypothetical hotel check-in situations. The authors apply structural equation modeling techniques to provide additional insights into the main effects. They find significant main effects of all situational and attitudinal variables but no interaction effects between the situational and attitudinal variables. The main effects on intention to use self-service technologies occurred primarily through the mediation of perceived ease of use and perceived usefulness. The technology acceptance model needs extension to include nontechnology variables as predictors of new technology adoption.

Self-Service Technology Banking Preferences

Technology-enabled banking services are currently being implemented in developing countries. This research examines how citizens of developing countries adapt to these changes in their banking services. Technological expansion has been occurring in the Arabic region since the 1980s; however, the focus has been on trade and services offered by industries. The banking sector is an information intensive industry and should be at the forefront of advanced use of Information and Communication Technologies (ICTs). The banking sector has started to utilize technology-enabled services through the Internet and mobile devices, with the goal of improving customer relationships by empowering customers. One common trend is increasing the use of self-service technologies, which are facilitated by ICTs. This study discusses how Libyan banks should focus their technology strategies to relate to customers, reduce costs and improve services, achieved through the use of a survey completed by customers who have become accustomed to technology-enabled banking services in the developed world. The current availability of technology-enabled banking services in Libya is limited. This paper presents a comparative review of the use of technology-enabled banking services by Libyans when they are in Libya and whilst they are in Australia (a foreign developed country where Libyans are furthering their education).

The Roles of Habit, Self-Efficacy, and Satisfaction in Driving Continued Use of Self-Service Technologies

Recent years have witnessed increased use of self-service technologies (SSTs) across the services sector, which has dramatically changed the nature of the service delivery process. Although an abundance of research has investigated how customers evaluate a new SST and what drives the initial adoption, little is known about how customers interact with, and adapt to, an SST after their first experience. Thus, this study focuses on the dynamic and complex process through which customers move from initial adoption to continued use, after repeated interactions with an SST. A three-wave longitudinal study examines how habit, self-efficacy, and satisfaction affect SST usage over time in a retailing context. The results indicate that as learning occurs and experience accumulates, customers’ continued use of an SST is initially largely rational driven (self-efficacy), then largely emotional driven (satisfaction), and, finally, habitual (habit). Over time, habit completely mediates the impact of intentions on future usage. The article concludes with a discussion of the managerial implications and directions for further research.

Technology Readiness and Users Satisfaction towards Self-Service Technology at Malaysian Airport

This study examines the relationship between four dimensions of Technology Readiness Index (TR) namely optimism, innovativeness, insecurity, discomfort, and the level of customer’s satisfaction towards the use of self-service technology (SSTs) at the airport. SSTs used by the airport operators or airlines at the terminal for check-in or when performing other transactions includes booking airline ticket online, kiosk check-in and mobile check-in. At the same time, this study also tries to look at whether there is any difference in technology readiness between different demographic groups of Malaysians. Survey questionnaires were distributed to passengers at Kuala Lumpur International Airport (KLIA) and Low Cost Carrier Terminal (LCCT) in Sepang, Selangor, Malaysia. The result of the analysis shows that innovativeness and optimism have a positive relationship with customer satisfaction. There are also differences in technology readiness among different gender for innovativeness and insecurity index. The implication of the study suggests that Malaysia’s airport or airline providers should increase customer satisfaction especially by introducing new innovative technology at their premises. The findings may also help firms develop their strategy to further increase the customer’s satisfaction when using the selfservice technology (SST) at airports in Malaysia.

Relationship Marketing in a Self-Service Context: No Longer Applicable?

To explore the impact of the use of self-service technologies on interfirm relationships, a grounded theory study was conducted. This article reviews the results and implications of an exploratory study conducted with a sample of Australian business bank customers and interviews with 6 Australian financial institutions. Findings indicate that 2 customer segments exist—a transaction-oriented segment and a relationship-oriented segment. Unlike existing literature that states that bank customers prefer relationships (K. Eriksson & R. Marquardt, 2001), the present findings indicate that this is only the case for 1 segment of business customers.

Technology in Marketing Education

Company training programs provide insights for university classrooms, particularly those in schools and colleges of business. This research shows an increase in usage of technology based training among successful firms, but it is not growing as quickly as consumer use of self-service technologies because some firm goals require more personal training modes. The present findings regarding business adoption of training technology are consistent with consumer research that suggests satisfaction increases with experience in use. Also, selected technology must be congruent with learning goals–technological tools are more effective when students are learning related material–and results of training suggest increased efficacy when this is true. In this regard, university learning environments focused on business should utilize technology as appropriate to learning goals, but should not gratuitously replace traditional classroom learning activities.

Measuring Corporate Affinity for Technology: A Scale for Customers and Employees

The adoption of self-service technology by customers has revolutionized the selling process. From pouring their own fountain drinks in fast-food restaurants to booking airline tickets online, customers are more involved in tailoring their own purchasing and consuming experiences. A selling firm’s use of self-service technology can strengthen customer relationships and lead to greater profits. Therefore, sales and marketing managers need to monitor how their customers perceive their firm’s use of technology as part of the selling effort. The increased importance of technology within sales has opened an area of important research. However, if researchers are going to examine this phenomenon effectively, they need tools designed specifically for its study. This paper reports the development and validation process of a research scale to measure customer and employee perceptions of a firm’s affinity for technology.

Beyond Just Being Dissatisfied: How Angry and Helpless Customers React to Failures When Using Self-Service Technologies

Failures in the use of self-service technology are not only a source of dissatisfaction; often, they also trigger negative emotions of anger and helplessness. Drawing on the appraisal theories of emotion, I argue that these emotions have distinct effects on customers' post-purchase reactions (customer loyalty, frequency of use), both directly and indirectly, by reducing customer satisfaction. I test and largely confirm these assumptions in an experimental study with 138 undergraduate students and in a representative field survey with 375 mobile phone users. My results indicate that technology-based service providers should provide instrumental support for customers who feel helpless and a combination of instrumental and emotional support for customers who are angry.

Analisis Hubungan Teknologi Swalayan dan Layanan Personal terhadap Loyalitas

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

The role of post‐training self‐efficacy in customers' use of self service technologies

PurposeThe current study aims to investigate the role of post‐training self‐efficacy in influencing customer perceptions and usage of self‐service technologies (SSTs). Specifically, the aim is to propose that high post‐training self‐efficacy will reduce technology anxiety and hence increase perceptions of ease of use associated with SSTs.Design/methodology/approachA self‐checkout machine in a library setting served as the study context. A total of 131 subjects were randomly assigned to two training groups (written instructions and a demonstration).FindingsThe results partially support the research hypotheses and suggest that post‐training self‐efficacy has a positive impact on customer satisfaction and ease of use. Ease of use, in turn, increased customer intention to reuse SSTs while decreasing technology anxiety.Research limitations/implicationsThe study has a relatively small sample size and only two training methods were tested. A control group should be included in future research.Originality/valueAs the first trial, the study investigated customers' post‐training self‐efficacy in SSTs by integrating training theories and SSTs studies. The results suggest service organizations use effective training programs to customers' participation in the service delivery process via SSTs. The study also explored customers' ease of use and technology anxiety in a single research. Different from previous SSTs studies, the current study suggest that ease of use and technology anxiety play various roles in customers' participation at SSTs encounters.

Determinants and Outcomes of Customers' Use of Self-Service Technology in a Retail Setting

Retailers are increasingly turning toward self-service technologies (SSTs) aimed at improving productivity and service quality while cutting costs. The authors identify a process model to understand the antecedents and consequences of SST usage by customers in an in-store retail setting. The model was validated on a combination of survey and observational data. Perceived usefulness, perceived ease of use, reliability, and fun were identified as key drivers of customer attitude toward the SST. Customer attitude toward the SST predicted the actual usage of technology. The effects of SST usage on the actual time spent by customers in the store were studied. The authors investigate the impact of SST usage on customers' perceptions of waiting time and, consequently, on their level of satisfaction with the shopping experience. Finally, the moderating effects of age, education, and gender are analyzed. The current study evaluates the benefits of SST introduction for both customers and retailers.

Managing customer relationships in the self-service environment of e-tourism

The provision of self-service technologies in the travel and tourism industry has increased rapidly with the widespread use of e-commerce. There is an apparent contradiction between increasing the opportunities for customer autonomy while encouraging firms to develop close and lasting relationships to gain competitive advantage in an intensely competitive electronic market. An examination of the concepts of managing customer relationships online and the use of self-service technologies highlights the complementary capabilities of CRM for self-service technologies. A framework is offered to support the development of more effective customer relationships within the self-service environment.

Determinants of the continued use of self-service technology: The case of Internet banking

This study focuses on buyers’ continued use of self-service technology (SST). This area is often neglected because most studies focus on buyers’ adoption or acceptance of SST. In comparison to new buyer acquisition, continued use is a cost-effective market strategy aimed at retaining buyers. Based on a sample of 1831 Estonian Internet banking customers, we find that continued use of SST is positively affected by buyers’ perceived usefulness. We also find that continued use of SST is negatively affected by multichannel satisfaction. As our results show, two important issues are facing developers of SSTs and sellers using SSTs: First, continued use of SST is achieved when the buyer finds the SST useful. Second, SSTs need to be considered in the context of all channels in the buyer–seller interface because the buyer does not separate the service offering of an SST from other channels. The benefits associated with using SSTs will increase if these strategic issues are taken into account.

Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies

Electronic commerce is an increasingly popular business model with a wide range of tools available to firms. An application that is becoming more common is the use of self-service technologies (SSTs), such as telephone banking, automated hotel checkout, and online investment trading, whereby customers produce services for themselves without assistance from firm employees. Widespread introduction of SSTs is apparent across industries, yet relatively little is known about why customers decide to try SSTs and why some SSTs are more widely accepted than others. In this research, the authors explore key factors that influence the initial SST trial decision, specifically focusing on actual behavior in situations in which the consumer has a choice among delivery modes. The authors show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.

The acceptance of "self-service" technology in the Egyptian telecom industry

This paper extends Davis' Technology Acceptance Model (TAM) and explains how perceived usefulness (PU), and perceived ease of use (PEOU) can influence the Egyptian consumer in term of intention and actual use of Self-Service technology. The study tested TAM successfully in the Arab Republic of Egypt, and research findings indicated promising responses from Egyptian consumers especially towards internet self-service. Telecom players in the Arab Republic of Egypt should further test the feasibility of developing such an application in order to make sound investment decisions. The paper contains examples of current preliminary initiatives made by MobiNil (First Egyptian Telecom Operator) and Vodafone Egypt (Second Egyptian Telecom Operator) as well as conclusions based on survey findings, to reflect on the potential of self-service tools, especially internet-based applications, in the context of this industry.

A Two‐Step Estimation of Consumer Adoption of Technology‐Based Service Innovations

Firms initially offer new technology‐based services to a limited number of customers to reduce risks and maximize their returns on the investments in the new technology. Consequently, consumers’ adoption of new technology‐based services is restricted by the limited access provided by the businesses. A model of consumer adoption was developed and estimated via a two‐step procedure. A significant sample selection bias was found with regard to access when estimating consumer adoption of a relatively new innovation, computer banking, but no such bias was found for a mature innovation, ATMs.

Disenchantment Discontinuance in the Diffusion of Self-Service Technologies in the Services Industry:

The service industry has several unique characteristics. Since the client is also present as the service is produced, provider-client interaction is a special feature of services marketing. This provider-client interaction is being challenged due to self-service technology, especially in the banking industry. Previous research by the authors (Marr and Predergast, 1990 and 1001) suggests that not all customers accept this innovative change. Some customers, after adopting self-service technologies, have abandoned them and reverted back to obtaining services from a human staff member in a bank. Rogers (1962) has called this behavior “disenchantment discontinuance” in diffusion, which is where consumers reject an innovation (after they have adopted it) due to dissatisfaction with its performance, and revert back to their previous behavior. To date, no research has set out with the specific objective of examining the presence of disenchantment discontinuance. This paper examines disenchantment discontinuance by looking at customer use of self-service technologies in the retail banking industry. The survey of 302 banking customers indicated that there were less than significant levels of disenchantment discontinuance occurring.