“Using Technology-Based Self-Service Options to Improve Perceived Service Quality”
Abstract: A study is conducted to examine the impact of technology-based self-service options on perceptions of service quality. The research tests a model predicting that customer participation in the delivery of familiar, low-expertise services will increase the perceived speed of delivery, perceived control, and perceived service quality. The study also examines the impact of a situational variable, waiting time, on customer participation. A scenario-based approach describing the use of technology-based ordering by customers in fast food restaurants is used to collect data. The data are analyzed using both traditional multivariate analysis and causal analysis with LISREL7. Results from both techniques are discussed, as are implications for future research and for service firms.
Source: Enhancing Knowledge Development in Marketing, 1991, Chicago: American Marketing Association, 534-535.
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