THE MODERATING EFFECTS OF TECHNOLOGY READINESS ON CUSTOMERS' INTENTION TO USE SELF-SERVICE TECHNOLOGIES THROUGH THE INTERNET AND THEIR SATISFACTION

Autor: Chia-Huei Fan, 范佳慧
Rok vydání: 2005
Druh dokumentu: 學位論文 ; thesis
Popis: 93
Under the pressure of high labor costs, many service firms have begun to use a wide range of technologies from early ATM to indispensable Internet. These technological interfaces have been called self-service technology (SST) that enable customers to produce a service independent of direct service employee involvement. The purpose of this study is to investigate the key factors influence customer intention to use SSTs by the Internet interface. Furthermore, this study is to investigate whether the consumer’s technology readiness (TR) will exert the moderating effect on the consumer’s intention to use SSTs. Finally, this study is to investigate whether the consumers are satisfied or not after they used these SSTs. The sample was acquired through a web-bases data collection and the questionnaire was placed on a web site where respondents could access and complete the survey. Survey work was conducted from 2005/1/10 to 2005/3/10. Total 352 of 1032 surveys are returned and 291 surveys are usable. The results indicated that expected service qualities of SSTs (SQ) have a positive influence on intention to use SSTs. Attitude toward using a SST (AT) have a positive effect on intention to use the SST. Need for interaction with a service employee (SE) have a negative effect on intention to use the SSTs. Intention to use the SSTs (USE) have a positive effect on SSTs satisfaction. As for the moderating effect of TR, this study indicated that the influence of SQ on USE is different between High-TRI group and Low-TRI group, but the influences of AT on USE and of SE on USE are similar for both groups. So service firms must make sure SSTs work as dependably as promised and that the design is user-friendly to customers. It is essential to understand and predict the customers with different technology readiness to provide them with different service options especially in developing and promoting SSTs. By providing service delivery options, customers will be able to select the delivery method that best fits their needs for each interaction with the service firms.
Databáze: Networked Digital Library of Theses & Dissertations
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