The Influence of Technology Readiness on the Evaluation of Self-Service Technology Attributes and Resulting Attitude Toward Technology Usage

Abstract

Retailers are increasingly utilizing self-service technology (SST) in the delivery of services to their consumers. This study confirms prior findings that the SST attributes of perceived usefulness, ease of use, reliability, and fun all have a direct influence on consumers' attitude toward using SST to complete retail transactions. This study also expands earlier research by investigating the impact technology readiness (TR) has on consumers' perceived reliability and perceived fun of using SST. Implications are provided to help retailers manage consumers' perceptions and expectations related to using SST to complete retail transactions, as well as strategies to enhance consumer technology competence.

The effect of self-checkout quality on customer satisfaction and repatronage in a retail context

“…The main idea of Dabholkar's attribute-based model is that consumers evaluate service quality using a compensatory process where attributes related to the SST are combined. Parasuraman et al (1988) describe service quality as an overall evaluation, similar to an attitude (Elliott et al 2012). However, following e.g., Kallweit et al (2014) and Orel and Kara (2014), we adopt a narrower focus of service quality considering the unique nature of SST.…”

“…The idea of having customers take on a partial employee role during a transaction has wide appeal and is highly advantageous for service providers (Curran and Meuter 2005). Increasingly, supermarkets are viewing self-checkout as an alternative to hiring and training staff, and thus as a source of potential savings (Walker et al 2002;Dabholkar et al 2003;Orel and Kara 2014), increased productivity (Curran et al 2003;Weijters et al 2007;Wang 2012), and a way to reach new customer segments (Bitner et al 2002;Elliott et al 2012). The use of SST also limits problems usually associated with heterogeneity and perishability by providing a more consistent service atmosphere, since the human element of service delivery is eliminated or minimized (Hsieh et al 2004;Beatson et al 2007;Elliott et al 2013).…”

“…Customers must be convinced of the value of SST before foregoing a full service alternative, and they are not naturally inclined to change channel options unless motivated to do so (Collier and Kimes 2013). In fact, some studies suggest that while some consumers actively seek SST, others intentionally avoid them (Elliott et al 2012), and many customers still consider self-services unattractive (Oghazi et al 2012). Hence, the willingness to co-produce is influenced by the benefits a customer may expect to receive.…”

“…An important addition influencing adoption research was made by Parasuraman (2000), who developed the Technology Readiness (TR) index as a framework identifying four dimensions of individuals' attitudes towards technology, with optimism and innovativeness as contributors to TR, and discomfort and insecurity as inhibitors. Extant research (e.g., Lin and Hsieh 2007;Zhu et al 2007;Elliott et al 2012) focuses on the relevance of TR to SST adoption. However, other studies (e.g., Liljander et al 2006;Chiu et al 2010) challenge the importance of TR in explaining SST adoption behavior.…”

“…According to Bateson (1985) and Anselmsson (2001), the higher the level of perceived control by consumers while experiencing a service, the higher their degree of satisfaction. According to Meuter et al (2000), control perceptions influence satisfaction from using technology, while also lowering risk perceptions and increasing adoption intention (Lee and Allaway 2002;Elliott et al 2012). Dabholkar (1996) showed that perceived control had a positive impact on the intention to use SST and on service quality evaluation.…”