The dimensions of self-service technologies and the relation to 'self'

Robertson, Nichola and Shaw, Robin 2002, The dimensions of self-service technologies and the relation to 'self', in ANZMAC 2002 : conference proceedings, Deakin University, Geelong, Vic., pp. 3161-3167.

Title The dimensions of self-service technologies and the relation to 'self'
Author(s) Robertson, Nichola
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy Conference (2002 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 2-4 December 2002
Title of proceedings ANZMAC 2002 : conference proceedings
Editor(s) Shaw, Robin
Adam, Stewart
McDonald, Heath
Publication date 2002
Start page 3161
End page 3167
Publisher Deakin University
Place of publication Geelong, Vic.
Summary This paper assesses the “behavioural” notion of “self” across the various dimensions of self-service technologies (SSTs). In the context of SSTs, it is acknowledged that the customer role is extended to include that of “service employee”. Therefore, the authors propose the need to explore this new role, from the customer’s perspective, across a diverse range of SSTs. This proposition is supported in that prior research has looked generally across a broad range of SSTs, as opposed to drawing comparisons across the different types of SSTs. In bringing together two classification schemes of SSTs, which does not appear to have been done previously, the authors draw on past research and industry examples to explore the customer experience across different categories of SSTs. It is proposed that the dimensions of SSTs, including level of customer participation as influenced by the purpose of the SST, location of the SST, and type of technology employed, will uniquely influence the notion of “self”, and thus the customer’s SST experience. These propositions have implications for both future research and practice. Future research is needed to study empirically the characteristics of specific SSTs, and compare the many different types of SSTs, and how their unique characteristics influence the customer’s production/consumption experience. When marketers gain a better understanding of the dimensions of individual SSTs, and their influence on the customer, more effective management and use of SSTs will result.
ISBN 0730025624
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, ANZMAC
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Document type: Conference Paper
Collection: School of Management and Marketing
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