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

By

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

PR EV

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



References: CHAPTER 1 INTRODUCTION “Service firms are no longer “cottage” industries, with a service firm taking the top spot in the Fortune 500 for the first time in 2002, and 245 of the Fortune 500 comprised of service firms in 2004” (Boyer & Metters, 2004, p part of today’s competitive business environment. A special issue in service strategy and of service (Bartholomew, 2002) Self-service Technologies customers to act as a producer and a consumer of services without direct communication with an organization’s employees (Meuter, Ostrom, Bitner, & Roundtree, 2003)

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