E-marketing : the impact of self-service technology on consumer satisfaction and consumer commitment

Traditionally, service encounters have included an interpersonal interaction between the service provider and the customer. The introduction ofself-service technologies to the service encounter, however, is reducing and in some cases, eliminating this interpersonal interaction. Self-se rvice technology is where the customer delivers the service themselves using a technological interface. This CIM funded research programme investigates the effect of self-service technology on the service encounter, and in turn on consumer satisfaction and consumer commitment. This paper reviews the literature relevant to the current study and outlines the constructs of interest in this study. The resear ch hypotheses and conceptual model are also introduced.Finally, the agenda for future research is presented.

Self-service technology and the moderating effects of consumer characteristics

The incidence of self-service technology, where the consumer delivers the service themselves using technology, is increasing in the service encounter. One area that is under-explored is the potential impact of self-service technology on consumer satisfaction and affective commitment. Accordingly, this paper presents an empirical study that investigates the relative impact of self-service technology on consumer satisfaction (both overall and transaction-specific) and affective commitment, accounting for the moderating effects of consumer characteristics. The results highlight the importance of personal service for evaluations of satisfaction and commitment, and the importance of social competency as a moderator in this relationship. An understanding of these consumer perceptions will allow organisations to develop strategies to deliver the services expected by their consumers, improving consumer satisfaction and commitment.

Designing a self-service technology to increase self-efficacy and maintain breastfeeding

Despite the significant health benefits attributed to breastfeeding, rates in countries, such as Australia, continue to remain static or to decline. Typically, the tangible support offered for women to support breastfeeding behaviours takes the form of face-to-face advice from health professionals, peer counselling via not-for-profit organizations such as the ABA, and provision of information through websites, pamphlets, and books. Prior research indicates that face-to-face support is more effective than telephone contact (Britton, McCormic, Renfrew, Wade, & King, 2009). Given the increasing costs associated with the provision of personalized face-to-face professional support and the need for some women to maximize privacy, discretion, and judgment-free consultations, there is a gap that could be filled by the use of m-technologies such as text messaging and other social media. The research team developed MumBubConnect; a two-way SMS system which combined the personalized aspects of face-to-face contact but maintained levels of privacy. The use of SMS was immediate, portable, and overcame many of the barriers associated with embarrassment. An Page 205 of 312 online survey of 130 breastfeeding mothers indicated that MumBubConnect facilitated the seeking of social support using m-technology, increased self-efficacy and maintained the desire behaviour.

Consumer’s persistence in solving their own problem with self‐service technology

An increasing range of technology services are now offered on a self-service basis. However, problems with self-service technologies (SSTs) occur at times due to the technical error, staff error, or consumers’ own mistakes. Considering the role of consumers as co-producers in the SST context, we aim to study consumer’s behaviours, strategies, and decision making in solving their problem with SST and identify the factors contributing to their persistence in solving the problem. This study contributes to the information systems research, as it is the first study that aims to identify such a process and the factors affecting consumers’ persistence in solving their problem with SST. A focus group with user support staff has been conducted, yielding some initial results that helped to conduct the next phases of the study. Next, using Critical Incident Technique, data will be gathered through focus groups with users, diary method, and think-aloud method.

Receptivity to Self-Service Technology (SST): A Research Overview and the Way Forward

In a digital era characterised by the need for efficiency and value, self-service technology rises as a delivery interface offered by public and private sector service providers. With the assumption of a win-win situation for both the provider and customers who can ‘do it themselves’ online/offsite and offline/onsite, stereotypes arise concerning antecedents for positive receptivity and impediments in adopting SSTs. The present paper offers a literature-based discussion of some of the existing and emerging perspectives in this domain; it delivers a contextual review of studies conducted, highlights controversial viewpoints that need to be reconsidered, and suggests future research themes that can make use of the emergent digital sources in data collection and analysis. The purpose is to spark future research on the extent to which SST is a champion for different service types, and to systematically study the customer profile to be targeted for its optimal use in value co-creation.

Co-production and co-creation using self-service technology: the application of service-dominant logic

Research on how customers engage in the co-creation processes envisaged by the Servicedominant logic paradigm is currently limited and even less work has been published on frameworks for organizations to manage the co-creation process. This conceptual paper examines a particular aspect of co-creation: co-production as a result of the application of self-service technology (SST). We propose a conceptual framework for co-production, which emphasizes the need to understand productivity from the point of view of the customer, and demonstrate how this can be applied in both consumer (b2c) and interorganizational(b2b) contexts. We conclude that service organizations might benefit from clearly identifying co-production with task-performance, and co-creation with the valueattributing aspects of the customer service experience. Both aspects generate a range of design and management challenges for suppliers particularly the need to understand the cocreation process 'outputs' desired by customers and the full costs of moving away from person to person interaction.

Conceptualizing the ιnfluence of the self-service technology context on consumer voice

The self-service technology (SST) context is characterized by consumer participation in service production and delivery, independent of service personnel; a lack of interpersonal interaction between consumers and service personnel; and consumers being required tointerface and interact with technology. With these features of the SST context in mind, in situations where SSTs fail to perform as promised, some challenges arise: consumers who are dissatisfied do not have the security or reassurance of service personnel to assist them; service personnel do not have the opportunity to prompt consumers to voice their dissatisfaction; and consumers need to initiate their own complaint response. If consumers fail to report their dissatisfaction directly to the organization, organizations will not know that a problem exists and may experience negative consequences such as consumer switching behavior. As reports of consumer dissatisfaction with SSTs become increasingly common, it is important, therefore, to investigate how organizations with SST-based offerings can encourage consumers to voice their dissatisfaction directly to the organization. Although the antecedents of consumer voice are well documented in the interpersonal services context, in the context of SSTs they have been subject to very little conceptual or empirical scrutiny. This paper argues that voice needs to be revisited with respect to SSTs due to their unique characteristics compared to interpersonal services, and presents a conceptual model of the antecedents of consumers' voice behavior in the context of SSTs.

The need to vent and dissatisfactory self-service technology encounters

Reports of customer dissatisfaction with self-service technologies (SSTs) are becoming increasingly common. The SST context is characterised by customer participation in service production and delivery, independently of service personnel. With no opportunity for humanto- human interaction, feelings of customer irritation and frustration can have a tendency to build-up in dissatisfactory SST encounters. If SSTs do not perform as promised, customers can become angry and frustrated, and do not have the security or reassurance of human service personnel. With this in mind, it is argued that customers’ “need to vent” will be an important predictor of customers’ complaint behaviours (CCBs), i.e., voice, negative word of mouth, negative “word of mouse”, third party action, false loyalty and exit, in dissatisfactory SST encounters. The “need to vent” is defined as the need, when one has a problem, to seek relief by expressing one’s problem / “getting it off one’s chest”. This construct has been subject to little conceptual or empirical scrutiny, and to the researchers’ knowledge, has not been previously operationalised or measured. This paper begins to address this gap by presenting a conceptual model and hypotheses depicting the relationships between the need to vent and CCBs in the context of SSTs.

The measurement of attribution of blame in the self-service technology context

It is argued that attribution of blame (AoB) will differ in the Self-Service Technology (SST) context versus the interpersonal services context, due to the inherent elements of the SST environment, thereby making it a construct worthy of further research in the SST setting. This paper presents a first step in this pursuit by validating a multiple-item instrument of AoB in the SST context, which, to the researchers’ knowledge, has not been done previously. The paper comments on the surprising lack of valid, unidimensional instruments to measure each of the dimensions of AoB (locus, controllability and stability), even in the interpersonal services context. Preliminary results of a pre-test and pilot study support a three-dimensional measurement model of attribution of blame, in the SST setting.

Consumer complaint channel choice in self-service technology encounters

Consumers’ choice of channel to communicate complaints, following the decision to voice to the organisation, has received very little research attention. This study contributes to filling this gap by exploring the drivers of consumers’ choice of complaint channel in the self-service technology (SST) context. Surprisingly, in this context, consumers have often chosen interpersonal complaint channels over electronic channels, resulting in some of the value of using SSTs being lost for consumers and organisations alike. Preliminary findings indicate that the perceived ease of use, the likelihood of organisational response, the desire for social interaction and the source of the SST-related complaint, might provide some clues as to the organisational strategies that can be used to encourage greater utilisation of technology-based complaint channels.

Exploring self-service technology powerlessness

Self-service technologies empower consumers to do things for themselves that they could not do before. In the case of consumers’ unsatisfactory encounters with self-service technologies, however, consumers feel powerless. Self-service technology powerlessness is defined as consumers’ feelings of SST dominance. To the authors’ knowledge, this construct has not been investigated previously in the service domain. This paper examines self-service technology powerlessness, and proposes and tests a model of its antecedents and consequences in unsatisfactory encounters with self-service technologies. Consumers’ dissatisfaction with the attributes of self-service technologies was found to be related to consumers’ perceptions of powerlessness. Exit and negative word were found to be outcomes of it.

Predicting the likelihood of voiced complaints in the self-service technology context

There is considerable evidence to suggest that consumer dissatisfaction with self-service technologies is widespread. However, there has been little conceptual or empirical scrutiny of the likelihood that consumers will complain to an organization (likelihood of voice) in this context. This study contributes to the service domain by testing empirically a model of the antecedents of consumers' likelihood of voice in unsatisfactory encounters with self-service technologies. A model is tested that combines established antecedents of voice, such as likelihood of voice success, and those that have not yet been considered, including self-service technology powerlessness and need to vent. The results support the proposed model in general. Theoretical and managerial implications of the findings are discussed.

Self-service technology complaint channel choice : exploring consumers' motives

Purpose – This study aims to explore consumers' motives for their choice of complaint channel in the context of self-service technology (SST) failure. Traditional and evolving communication channels are considered.

Design/methodology/approach – Qualitative self-report data from consumers who had recently experienced dissatisfaction with SSTs were collected via an open-ended survey question. Three independent coders used a deductive and inductive iterative process to code the data.

Findings – The findings suggest that both consumer complaint behaviour (CCB) theory and media richness theory (MRT) help to explain consumers' motivation for channel choice. However, consumers' choice appears to be motivated to a greater degree by convenience rather than task-medium fit.

Research limitations/implications – This study was set solely in the SST context and explored consumers' hypothetical complaint channel choice, not actual channel use. Future research could examine the actual performance of complaint channels as perceived by consumers. Consumers' motivation to choose other emerging electronic complaint channels, such as complaint blogs and forums, could also be explored.

Practical implications – Understanding consumers' complaint channel choice is important for organisations to enable them to provide effective and efficient ways for consumers to complain. As complaint channels proliferate, it is difficult for organisations to know which channels to offer.

Originality/value – Choosing an appropriate channel for resolving a complaint is an important consumer decision, which the study of CCB needs to be broadened to include. The current study addresses this gap by, for the first time, integrating CCB theory and MRT. This is valuable because it is common for consumers not to voice their complaints to organisations. To facilitate voiced complaints, organisations need to determine which complaint channels will be most effective and efficient and in which situations.