Prominence of Information Richness in Accepting Online Based Self-Service Technologies

Abstract

Most of the service organizations are now moving to provide their services at a remote basis with Self-Service Technologies (SSTs). This is a natural outcome of technological maturity and would be the norm of many service transactions in future. Currently in many of the services, customers have the choice to use either SSTs or physical service encounters with service employees according to their desire. However, the future is predicted to replace many service employees with self-service machines and humanoid robots. Therefore, it is the responsibility of the service organizations to make their customers ready for such a future. Use of self-service technologies typically take place without the presence of organization’s service staff. Thus, machines should provide necessary guidance and instructions to customers so that they can perform well without difficulties. If SSTs are not rich with information, customers would be in trouble without proceeding with their transactions successfully. Therefore, the quality of information would be a matter for successful online based self -service transactions. Thus, the aim of this study is to understand the information richness in online based self-service technologies from the customer perspective. Using the qualitative approach, semi structured interviews were conducted with 25 individuals who have experience in using online based SSTs. The study found seven key factors which determine the richness of information in online platforms namely ‘Relevance, Timeliness, Accuracy, Clarity, Consistency, Sufficiency and Simplicity’. The study enriches the theoretical landscapes by broadening the understanding on significance of information richness in accepting online based self-service technologies while on practical ground provides insights for service providers in designing their SSTs with rich and necessary information which is required to perform successful transactions.

Website Aesthetics and Technology Playfulness in Encouraging Customer Use of Online based Self-Service Technologies: Special Reference to Commercial Banks in Sri Lanka

“…Further, it has been stated that, customers place much importance on the updated information available on the websites in relation to online based SSTs [25]. Galdolage [34] supports the study's findings further revealing that, the information/instructions offered by the SSTs is a key factor in deciding which SSTs to use. Meuter, Bitner [49] revealed the importance of 'novel aspects of SSTs' such as relative advantage, observability, and trialability as crucial in consumer trials of SSTs, which supports the findings of the current study.…”

“…Technology interfaces allow businesses to instantly delight customers by allowing them to solve problems using technology [31] cited by Cho and Fiorito [32] . Many digital technologies offer their customers a highly personalized environment [33] with increased interactivity and rich information [34]. Since the implementation of this new service delivery model, customers' interactions with service providers/staff have shifted to interactions with technology [30].…”

The Effectiveness of Online Platforms after the Pandemic: Will Face-to-Face Classes Affect Students’ Perception of Their Behavioural Intention (BIU) to Use Online Platforms?

“…When the provided information is sufficient, it can act as a tool to enhance an individual's experience, allowing the development of trust. Accurate IR may lead to the creation of a better teaching-learning environment and increase trust in the technology [54,55].…”

“…Information content richness has a close relationship with the quality of the received information with respect to certain aspects, including clarity, relevance, sufficiency, accuracy, timeliness and simplicity. There are various forms that can cover users' choices [55,56]. IR is considered a dominant, effective and influential aspect when it comes to online learning platforms, and it has a close relationship with users' personalities, trust and [24,54].…”

Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

“…The use of multimedia posting product evaluation content increases the perceived information richness of other consumers [64]. Rich customer-generated information (e.g., containing both text and images or videos) is adequate, relevant, and simple [66]. The richer the information, the more it reduces uncertainty and induces people to make a decision [64].…”