Evaluate the Role and Benefit of Self-Service Technology to Service Retailers

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Topics: Marketing, Bank, Service
In today’s world, information technology advancement has prompted the development of self-service technologies. Self-service technologies (SSTs) are the technological interfaces that allow customers to co-produce the services to serve by their own. It has brought significant changes to service retailers as it has changed the way that how firms provide services to customers and how customers interact with firm. It enables customers perform entire services by themselves without direct assistance from employees and makes service transactions become more accurate and convenient. Kiosks, Internet, interactive voice response, and mobile services are types of SSTs that using by firms. (Castro et al., 2010, Meuter et al., 2000,NCR, 2008 and NCR, 2009). In this essay, the roles and benefits of SSTs to service retailers will be discussed.

In regard to the roles of SSTs to service retailers, it performs a linkage of technology with customers. In recent years, the advance of technology has stimulated the grown of customers using technology. To catch up with the growing technology dimension in service provision, Parasuraman proposed a pyramid model of services marketing by extending Kotler’s triangle model of services marketing. Triangle model of services marketing refers to external marketing between company and customers, internal marketing between company and employees, and interactive marketing between employees and customers. External marketing-activities belongs to product, price, promotion, place which are emphasized in the marketing of goods. Internal marketing is related to company should treat service employees as internal customers and provide suitable training and motivation to them, and so that employees would serve customers well. And, interactive marketing refers to manage interactions between employees and customers.

As information technologies play an increasingly important role in serving customers, the triangle model needs to be supplemented by a new

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