“Consumer Expectations of Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality”
Abstract: Increasing labor costs and advances in technology are causing more and more service firms to consider offering technology-based self-service options to the consumer. Yet, little is known about consumer preference for such options. Two alternative models of service quality are proposed based on an attribute versus overall affect approach. A study is conducted to test these models for a new (proposed) technology-based self-service option -- the use of a touch screen to order a meal in a fast food restaurant. The models are compared to determine how consumers would evaluate service quality and decide whether or not they would use such options if available. Evaluations of service quality are further investigated for gender differences and a situational influence -- waiting time. Implications for firms in terms of service design and promotion are discussed, and directions for future research are indicated.
(Email: pratibha@love-and-learning.info)
Source: International Journal of Research in Marketing, 1996, Volume 13, Issue 1, 29-51.