Master of Hospitality Administration
First Committee Member
Seyhmus Baloghu, Chair
Number of Pages
The interactions between customers and service organizations, known as service encounters, have generally been between front-liner and consumers. Gradually however, these encounters are changing with the introduction of self-service facilities that are quickly replacing service staff. The use of self-service technology has seen an incredible amount of growth globally over the last few years. Self-service technologies are currently being used in more diverse ways for new services than once thought possible. The expenditure on self-service kiosks is expected to rise by 88% and the dollar value of transactions taking place through self-service technology should exceed 1.3 trillion by 2007 (Avery, 2007).
Consequently, self-service technology is affecting today’s service encounters. This has come about as a result of innovations in modern technology and increased labor cost (Dabholkar & Bagozzi, 2002; Honebein & Cammarano, 2005). The possible reduction in human contact may affect consumer commitment and satisfaction, making it indispensable to examine self-service technology usage, particularly in the long-term (Beatson, Lee, & Coote, 2007).
The area of self-service technology has recently drawn much attention from not only practitioners but also academic researchers who are trying to understand how consumers interpret a self-service experience (Curran, Meuter, & Surprenant, 2003; Dabholkar & Bagozzi, 2002; Kincaid & Baloglu, 2005; Meuter, Bitner, Ostrom & Brown, 2005). Essentially there have been more qualitative studies on self-service technology experiences to determine what factors influence a satisfactory or unsatisfactory experience, and relatively fewer quantitative studies to support why consumers use self-service technology over a full-service option.
At present, there is a lack of empirical data about the attributes of self-service technology that will draw customers away from a full-service option and encourage them to become partial employees by using a self-service technology to facilitate a service transaction. Conversely, understanding the attributes of self-service technology that discourage customers from staying with a self-serve option is also extremely important. Therefore, comprehension of the positive and the negative elements of selfservice technology can provide insights into customers' attitude and intentions to use self-service technology.
Customer services; Singapore; Technology – Psychological aspects; Technology – Social aspects
Business Administration, Management, and Operations | Hospitality Administration and Management | Technology and Innovation
Kumar, Mukesh, "Technology and social anxieties, attitudes and behavioral intentions of Singaporeans towards using self-service technology (SST)" (2007). UNLV Theses, Dissertations, Professional Papers, and Capstones. 689.