Self Service

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  • Topic: Information technology, Theory of planned behavior, Structural equation modeling
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IMPROVING SELF-SERVICE TECHNOLOGIES UTILIZATION: THE POTENTIAL IMPACTS OF TECHNOLOGY ANXIETY, NEED FOR INTERACTION WITH SERVICE EMPLOYEES, AND EXPECTED SERVICE QUALITY

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M.S. Southern Illinois University Carbondale, 2003 B.S. Srinakharinwirot University, 1999

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A Dissertation Submitted in Partial Fulfillment of the Requirements for the Doctor of Philosophy Degree

Department of Management in the Graduate School Southern Illinois University Carbondale May 2008

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Kiattisak Phongkusolchit

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3310993 Copyright 2008 by Phongkusolchit, Kiattisak All rights reserved

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2008

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3310993

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Copyright by Kiattisak Phongkusolchit, 2007

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All Rights Reserved

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DISSERTATION APPROVAL IMPROVING SELF-SERVICE TECHNOLOGIES UTILIZATION: THE POTENTIAL IMPACTS OF TECHNOLOGY ANXIETY, NEED FOR INTERACTION WITH SERVICE EMPLOYEES, AND EXPECTED SERVICE QUALITY

By Kiattisak Phongkusolchit

A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of

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Doctor of Philosophy

in the field of Business Administration

Approved by:

Dr. Gregory White, Chair Dr. Peter Mykytyn Dr. Steven Karau Dr. Lisabeth DiLalla Dr. Roger Chang

Graduate School Southern Illinois University Carbondale August 7, 2007

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AN ABSTRACT OF THE DISSERTATION OF Kiattisak Phongkusolchit, for the Doctor of Philosophy degree in Business Administration, presented on August 7, 2007 at Southern Illinois University Carbondale TITLE: IMPROVING SELF-SERVICE TECHNOLOGIES UTILIZATION: THE POTENTIAL IMPACTS OF TECHNOLOGY ANXIETY, NEED FOR INTERACTION WITH SERVICE EMPLOYEES, AND EXPECTED SERVICE QUALITY

MAJOR PROFESSOR: Dr. Gregory White Recently, self-service technologies (SST), technological interfaces that allow customers to act as a producer and a consumer of services without direct communication with an organization’s employees, have drawn attention from practitioners. While many organizations have been able to take advantage of these self-service technologies, others have failed to do so. Research in the field of self-service technologies is relatively new

specifically in the topic of self-service technologies utilization through the investigation of behavioral intention and customer’s attitudes – technology anxiety, need for interaction with service employees, and expected service quality. Hypotheses were developed and tested.

The self-checkout of retail stores, one type of self-service technologies, was used in this study. In this study, a paper-based survey was used, and data collected from 600 actual retail customers were analyzed using structural equation modeling. The results of the study indicated that the expected service quality of the self-service technology and the need for interaction with service employees significantly influence customer’s intention to utilize self-service technology. Moreover, the need for interaction with service employees was also found to be a predictor of the expected service quality of the

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and has not been fully explored. This dissertation contributed to the literature,

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self-service technology. However, the results revealed that technology anxiety does not have a significant impact on intention to use self-service technologies. This study provided suggestions concerning managerial issues in the design of self-service operations. When attempting to improve utilization of self-service technologies, managers must ensure that the designed self-service technologies provide quality services. Also, managers must understand that individuals are different by nature and some of these individuals will not use self-service technologies; therefore, it is important to a have traditional or full service options available for the customers.

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ACKNOWLEDGMENTS First of all, I would like to thank my dissertation chair, Dr. Gregory White, for his invaluable advice and tremendous...
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