The Adoption of Self-Service Technologies

The Adoption of Self-Service Technologies

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The combination of todaya€™s ever increasing competition in the marketplace and rapid technology development change the way how services are designed, produced, and experienced. One of the outcomes of this changing nature of services is the proliferation of self-service technologies, which reflect a new way how companies seek to efficiently serve their customers. However, not all self-service technologies are successfully adopted, and not all consumers engage in the technology-based self-service economy. So, what drives consumers to provide services by themselves without service employee involvement? This master thesis aims at gaining further insight into the factors being critical to the consumersa€™ adoption of self-service technologies. In particular, this research focuses on the role of consumer readiness consisting of role clarity, motivation, and ability, and the moderating effects of consumersa€™ trust and experiences related to the service provider and the self-service technology on the consumersa€™ voluntary decision to use airlinesa€™ self-check-in op-tions. In addition, a potential self-service technology interface dependence of the adoption factorsa€™ influence is examined by means of a scenario-based approach. The corresponding empirical study makes use of a web-based survey facing the 239 respondents with the choice between the counter check-in and either a kiosk or Internet check-in option. The results confirm the critical role of motivation and role clarity, but question the raison-da€™Aotre of the dimension ability. The findings also provide evidence for trust and experiences having moderating effects on the relationship between consumer readiness and self-service technology use. A potential self-service technology interface dependence of the factors is suggested by the results; however, the alternative explanation that the samplea€™s Internet-experience is responsible for the identified dependence can not be ruled out. This master thesis contributes to a deeper understanding of critical factors influencing the adoption of self-service technologies, and underlines the importance of integrating all three aspects relevant to SST adoption a€“ the consumer, self-service technology, and service provider.... productivity increase, expansion of delivery options, provision of a more constant service atmosphere, handling of varying demand, and expansion of service availability (Curran aamp; Meuter, 2005; Dabholkar, 1996; Zeithaml, Bitner, aamp; Gremler, anbsp;...

Title:The Adoption of Self-Service Technologies
Author:Claudia Jasmand
Publisher:GRIN Verlag - 2007-06-06


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