Consumer Evaluations Consumer Evaluations of New Technology-of New Technology-based Self-service based Self-service

Options: An Options: An Investigation of Investigation of

alternative models of alternative models of service qualityservice qualityAuthor: Pratibha A. Author: Pratibha A.

DabholkarDabholkar

Presented By: Jean-Andrew Presented By: Jean-Andrew MikesellMikesell

ObjectivesObjectives

To describe alternative technology-To describe alternative technology-based self-service options availablebased self-service options available

To describe how consumers are To describe how consumers are likely to evaluate technology-based likely to evaluate technology-based self-serviceself-service

To describe different service quality To describe different service quality models and apply these models in a models and apply these models in a studystudy

Introduction Introduction Labor costs are high, and they are Labor costs are high, and they are

increasingincreasing Technology is easily capable of reducing Technology is easily capable of reducing

the workforce needed to provide the workforce needed to provide services to consumers in many sectorsservices to consumers in many sectors

Some customers embrace the reduction Some customers embrace the reduction of human involvement, some despise itof human involvement, some despise it

Finally, little is known about how to Finally, little is known about how to predict if customers will appreciate a predict if customers will appreciate a self-service solution in an industryself-service solution in an industry

MethodologyMethodology

Two models of service quality are Two models of service quality are proposedproposed Attribute – based on what consumer’s Attribute – based on what consumer’s

would expectwould expect Overall Affect – based on the consumer’s Overall Affect – based on the consumer’s

feelings towards the use of technologyfeelings towards the use of technology A study is conducted, testing the A study is conducted, testing the

models for a proposed option, with and models for a proposed option, with and without the effect of different wait without the effect of different wait timestimes

ConceptsConcepts

From management point of view, From management point of view, customers are viewed as ‘partial customers are viewed as ‘partial employees’employees’

The participation and performance The participation and performance of customers can have an effect on of customers can have an effect on the performance of service qualitythe performance of service quality

ModelsModelsAttribute-Based Model

Expected speed of deliveryExpected ease of useExpected reliabilityExpected enjoymentExpected control

ExpectedService qualityOf technology-basedSelf-service option

IntentionTo useOption

Overall Affect ModelAttitude toward usingTechnological products

Need for interactionWith service employee

Expected serviceQuality of technology-Based self-service option

Intention toUse option

Research Context and Research Context and DesignDesign

Hypothesis tested using scenario Hypothesis tested using scenario and questionnaire approachand questionnaire approach

Context is where customers can Context is where customers can either use a computerized touch either use a computerized touch screen to order a meal in a fast food screen to order a meal in a fast food restaurant or order verballyrestaurant or order verbally

Reasons for Chosen Reasons for Chosen ScenarioScenario

Touch screens in a fast food setting Touch screens in a fast food setting are currently being tested as direct are currently being tested as direct ordering options for customersordering options for customers

Fast food restaurants are frequented Fast food restaurants are frequented by a more representative sample of by a more representative sample of the general population than airports, the general population than airports, catalog stores, movie theatres, or catalog stores, movie theatres, or sports eventssports events

Reasons (continued)Reasons (continued)

Touch screen technology is easier to Touch screen technology is easier to use than computer keyboards, and use than computer keyboards, and are easier to visualize and think are easier to visualize and think aboutabout

The situation itself involves a low The situation itself involves a low level of risk than one where the level of risk than one where the outcome is critical, such as using a outcome is critical, such as using a medical innovation to monitor one’s medical innovation to monitor one’s healthhealth

Data Collection & Data Collection & Sample StatsSample Stats

Sample consisted of 505 undergrad Sample consisted of 505 undergrad students from large universitystudents from large university

Almost half (46.5%) were men, avg age of Almost half (46.5%) were men, avg age of 24.824.8

Women accounted for 53.5% with avg. Women accounted for 53.5% with avg. age of 25.31age of 25.31

Data collection done in classrooms after Data collection done in classrooms after informing respondents that the exercise informing respondents that the exercise was voluntary and that responses were was voluntary and that responses were anonymousanonymous

ResultsResults

68.9% said they would use a touch 68.9% said they would use a touch screen to order fast foodscreen to order fast food

Only 18 out of 505 (3.6%) had used Only 18 out of 505 (3.6%) had used this ordering optionthis ordering option

Prior experience using technological Prior experience using technological products was neither high nor low products was neither high nor low (4.16 on a 1 to 7 scale)(4.16 on a 1 to 7 scale)

DiscussionDiscussion

While tech-based self-serv options are While tech-based self-serv options are very feasible and have obvious benefits, very feasible and have obvious benefits, consumer evaluations of service quality consumer evaluations of service quality have not been investigatedhave not been investigated

This research, using two service quality This research, using two service quality models, represents one of the first models, represents one of the first attempts to apply consumer decision-attempts to apply consumer decision-making concepts to the services area.making concepts to the services area.