“Consequences of Forcing Consumers to Use Technology-Based Self-Service”
Abstract: Today, traditional full-service is increasingly replaced with technology-based self-service, sometimes with no other option for service delivery. This study develops a conceptual model to investigate the impact of “forcing” consumers to use technology-based self-service. The model is tested using an experimental design within railway (ticketing and travel information) contexts. The results show that forced use leads to negative attitudes toward using the technology-based self-service as well as toward the service provider, and indirectly leads to adverse effects on behavioral intentions. The findings also show that offering interaction with an employee as a “fall-back” option offsets the negative consequences of forced use, and that previous experience with technology-based self-service (in general) leads to more positive attitudes toward the offered self-service, which can offset the negative effects of forced use to some extent.
(Email: pratibha@love-and-learning.info)
Source: Journal of Service Research, 2008, 11 (2), November, 107-123 (lead article). Finalist for 2009 best JSR article and nominated for 2011 MOA Science award.