Examining customer evaluations across different self-service technologies

Robertson, Nichola, McDonald, Heath, Leckie, Civilai and McQuilken, Lisa 2016, Examining customer evaluations across different self-service technologies, Journal of services marketing, vol. 30, no. 1, pp. 88-102, doi: 10.1108/JSM-07-2014-0263.

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Title Examining customer evaluations across different self-service technologies
Author(s) Robertson, NicholaORCID iD for Robertson, Nichola orcid.org/0000-0002-9564-0945
McDonald, Heath
Leckie, Civilai
McQuilken, LisaORCID iD for McQuilken, Lisa orcid.org/0000-0002-2314-7502
Journal name Journal of services marketing
Volume number 30
Issue number 1
Start page 88
End page 102
Total pages 15
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2016
ISSN 0887-6045
Keyword(s) Customer satisfaction
Customer intentions
Interactive voice response
Invariance testing
Online service
Self-service technologies
Summary Purpose – This study aims to examine the influence of different self-service technologies (SSTs) on customer satisfaction with and continued usage of SSTs. Specifically, it compares an interactive voice response (IVR) SST and an online SST from the same provider to assess how to manage these parallel SSTs.

Design/methodology/approach – A tracking study was used, beginning with a survey of n = 957 SST users to test a model pertaining to SST satisfaction across IVR and online SSTs. These SST users were then tracked over 12 months. The association between customer satisfaction with and continued usage of the SSTs was examined using behavioural data from the service provider.

Findings
– While the overall model was found to be valid across both types of SSTs, perceptions of factors including ease of use, perceived control and reliability differed for IVR and online SSTs. Satisfaction with SSTs is linked with users’ continued use of SSTs, but is not a barrier to users’ adoption of newer SST forms.

Research limitations/implications – Highlighting the rapid developments in this field, a new SST was introduced by the provider to respondents during the 12-month tracking period, thus complicating the results. Further studies could include the customer purpose for using SSTs as a variable.

Practical implications – The findings offer support for organisations offering a suite of SSTs, even if they serve the same purpose. Customers evaluate SST types differently, and even satisfied SST users switch to different SSTs when they become available. Allowing customers to choose the SST that best suits them appears to be good practice.

Originality/value
– This study develops a comprehensive model of customer SST satisfaction that is used to undertake a comparison of two different types of SSTs, which has been missing from prior research.
Language eng
DOI 10.1108/JSM-07-2014-0263
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
1505 Marketing
1506 Tourism
Socio Economic Objective 909999 Commercial Services and Tourism not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30081772

Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
Department of Marketing
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Citation counts: TR Web of Science Citation Count  Cited 15 times in TR Web of Science
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Created: Mon, 29 Feb 2016, 10:00:45 EST

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