1、“Self Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters” Written by Matthew Meuter, Amy Ostrom, Robert Roundtree & Mary Jo Bitner,Article #24 Presented by Marcela Diaz-Espinoza,“Todays fast-paced world is becoming increasingly characterized by technol
2、ogy facilitated transactions.” Self-Service Technologies (SST) are technological interfaces that enable customers to produce a service independent of direct service employee involvement.,Facts,Did you know that almost half of the retail banking transactions are now conducted without the use of a tel
3、ler? Did you know that even though we are pretty used to many of these SST there are many more that are being introduced as we sit in class? Electronic self-ordering is rapidly approaching usCan you think of any examples?,Objective,To explore customers experiences across a broad range of SSTs availa
4、ble in the marketplace. Understand how customers feel about them (SSTs) By focusing on memorable incidents about a recent SST interaction (good or bad) Examining post encounter behaviors such as:*Complaining *Word of Mouth *Future intended behaviors,Previous Research,*Conducted by Bitner, Booms and
5、Tetreault and used CIT to examine the sources of dis/satisfactory evaluations in interpersonal encounters (1990) *Classified them into three categories:1) employee response to service delivery failure2) employee response to customer need and requests3) unprompted and unsolicited actions by employees
6、,Previous Research,*Grove and Fisk conducted their studies in theme parks. *They found that service experiences were affected by others customers adherence to implicit or explicit rules of conduct and by perceived sociability of other customersNote: the set factors that leads to satisfying factors a
7、lso leads to dissatisfying ones.,Current Study/Method,Some of the questions driving this study: What are the sources of customer satisfaction and dissatisfaction in encounter involving SSTs? Are there sources of customer satisfaction and dissatisfaction with SST encounters similar to or different fr
8、om the sources of customer satisfaction and dissatisfaction with interpersonal encounters? How are the satisfaction and dissatisfaction encounters with SSTs related to attributions, complaining, word of mouth, and repurchase intentions? These were combined with a “Critical Incident Technique” (CIT)
9、with quantitative measures of the mentioned above for the customers point of view,Current Study/Method,*The importance of technology in the delivery of service leads us to:Marketspace transaction: a virtual realm where products and services exist as digital information and can be delivered through i
10、nformation based channels*Surveys we conducted via internet1,000 people responded to survey177 were eliminated for various reasons53% were women while 47% were male,Current Study/Method,Current Study/Method,Satisfying Incident Categories Solved intensified Need. (11%) IN is defined as situations in
11、which external environmental factors add a sense of urgency to the transaction. Better than alternative (68%) 2a) Easy to use (16%) 2b) Avoid Service Personnel (3%) 2c) Saved Time (30%) 2d) When I want (8%) 2e) Where I want (5%) 2f) Saved Money (6%) 3) Did its job (21%),Current Study/Method,Dissatis
12、fying Incident Categories Technology failure (43%) Process Failure (17%) Poor design (36%) 6a) Technology Design Problem (17%) 6b) Service Design Problem (19%) 7) Customer Driven Failure (4%),Conclusion,Possible bias from the population surveyedNot randomly selected (used a survey company) How can we develop trust in our firms who do not provide human contact?Additional Support is needed,
