Customer Movement from Traditional Physical Service Encounters to Self-Service Technologies: An Approach to ‘Service Performance’ and ‘User Convenience

Technology advancements enable clients to receive fantastic service performance that they have never seen before in traditional service encounters managed by service employees. Furthermore, Self Service Technologies (SSTs) provide outstanding consumer ease by allowing them to do a variety of service transactions at their fingertips. However, only a few research have attempted to fully comprehend SSTs. As a result, the goal of this study is to delve into the details of ‘performance’ and ‘convenience’ connected to SSTs, which drive customers away from traditional physical service contacts and toward SSTs. Semi-structured interviews with 25 SST users were conducted using the qualitative research approach, and data was evaluated using the thematic analysis approach. The study identified eight performance factors, including ‘usefulness, speed, efficiency, consistency, cost-effectiveness, user-friendliness, reliability, and trialability,’ as well as three convenience features, including ‘locational convenience, time convenience, and physical exertion.’ This study addresses a vacuum in the literature by delving into two critical aspects of customer SST selection. It provides theoretical frameworks for understanding the importance of self-service technology to customers in terms of performance and ease. It provides SST service providers with useful insights that can be included into their SSTs in order to build and execute a high-quality service that meets consumers’ expectations.

Author (S) Details

Badra Sandamali Galdolage

Department of Marketing Management, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka.

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