Self-Service Technology and the Service Encounter

An analysis of the relationships between human, technological and physical factors in the retail banking sector

In the light of the increasingly massive implementation of technology in retail settings, the present research aims at exploring the relationships between interacting factors of the retail servicescape: human interaction, automated service, and atmosphere, and their impact on customer satisfaction regarding the service. We develop a theoretical framework to understand the relationships between the single components of the servicescape and we empirically test our framework within the context of retail banking services. We develop a moderated mediation model on a sample of 1346 retail banking customers. We find that the human factor mediates the relationship between self-service technologies and satisfaction, and that this mediation is negatively moderated by a favourable perception of the banking service atmosphere. Theoretical and managerial implications are discussed.

Is Artificial Intelligence Better than Manpower? The Effects of Different Types of Online Customer Services on Customer Purchase Intentions

Artificial intelligence has been widely applied to e-commerce and the online business service field. However, few studies have focused on studying the differences in the effects of types of customer service on customer purchase intentions. Based on service encounter theory and superposition theory, we designed two shopping experiments to capture customers’ thoughts and feelings, in order to explore the differences in the effects of three different types of online customer service (AI customer service, manual customer service, and human–machine collaboration customer service) on customer purchase intention, and analyses the superposition effect of human–machine collaboration customer service. The results show that the consumer’s perceived service quality positively influences the customer’s purchase intention, and plays a mediating role in the effect of different types of online customer service on customer purchase intention; the product type plays a moderating role in the relationship between online customer service and customer purchase intention, and human–machine collaboration customer service has a superposition effect. This study helped to deepen the understanding of AI developers and e-commerce platforms regarding the application of AI in online business service, and provides reference suggestions for the formulation of more perfect business service strategies.

Technology- or human-related service innovation? Enhancing customer satisfaction, delight, and loyalty in the hospitality industry

To sustain a company’s competitive advantage, providing innovative products or services is inevitable. Previous researches mainly focused on technology-related service innovation (TRSI), letting human-related service innovation (HRSI) remain largely unstudied. However, the authors believe that human service is the vital factor affecting customers’ experiences and thus cannot be overlooked. This study applied the PLS-SEM method to examine the role of TRSI and HRSI and conclude that HRSI applications have a stronger effect on satisfaction and delight. TRSI also moderates the relationship between HRSI applications and delight. Our results provide new information and meaningful guidelines to hospitality practitioners and academic research.

The Satisfaction of Saudi Customers Toward Mobile Banking in Saudi Arabia and the United Kingdom

Rapid advancements in technology over the last two decades played a key role in increasing the utilizations of mobile banking applications. Banks are providing this service to allow their customers to access their accounts anytime anywhere. Although many studies have assessed user satisfaction of mobile banking, most of these studies have been done in developed countries and only a few have compared mobile banking in developing with developed countries. This study assessed user satisfaction of mobile banking in both the United Kingdom and Saudi Arabia. Above 100 online questionnaires were collected from individuals who have experience in using mobile banking applications in both the UK and Saudi Arabia. The results show that system quality has a significant effect on customer satisfaction in the UK, but not in Saudi Arabia. Secondly, both information quality and interface design quality have significant effects on customer satisfaction in both the UK and Saudi Arabia. However, the overall findings from this study suggest that respondents are more satisfied with mobile banking in the UK than with mobile banking in Saudi Arabia.

The Effect of a Multichannel Customer Service System on Customer Service and Financial Performance

Customer service is an important competitive lever for the modern firm. At the same time, the continuous evolution and performance improvements in information technology (IT) capabilities have enabled the utilization of multichannel service delivery strategies. Our research focuses on IT-enabled customer service systems (CSS) and their effect on firm performance. Previous studies have failed to find a consensus on the effect of a new self-service channel on the firm's performance. We argue that the embedded assumptions underpinning the previous research are responsible for these mixed findings. Consequently, using archival data from 169 hotels affiliated with a hotel chain, we designed a longitudinal multichannel study to resolve some of these inconsistencies. Our results illustrate that when firms implement an IT-enabled self-service channel to complement their existing customer service infrastructure, they experience an early negative effect on financial performance due to the disruption of the service processes. Thus, the multichannel CSS generates a positive effect only when the new process becomes a stable part of the organizational procedures. Our findings suggest that researchers evaluate the effect of a technological initiative after the new business process has been stabilized and consider that an additional IT-enabled self-service channel rarely operates in isolation.

Comparing Hybrid Services in the United States and China

This paper examines how customers view a set of hybrid services (eleven generic and self-service technologies) in the U.S. and China. The data are collected using questionnaires on location in the U.S. and China and are analyzed using multidimensional scaling. The study indicates that two dimensions, customization/standardization and high/low contact, explain over 80% of the variance in the classifications. Although there are differences when comparing the results of the U.S. and China samples, the results are very consistent between the two countries. Both samples result in two primary dimensions, with minor descriptive differences of the dimensions. The study discusses the significance of the findings for managers and for continuing academic research. The limitations of the study include the nature of the sample and the possible uniqueness of the MDS type utilized. Based on this information, managers are able to see how respondents perceive their service category in relation to other service categories on a cross-cultural basis. Such information may form the basis for further investigation of their service brand in relation to other service brands.

An assessment of technology-based service encounters & network security on the e-health care systems of medical centers in Taiwan

BACKGROUND

Enhancing service efficiency and quality has always been one of the most important factors to heighten competitiveness in the health care service industry. Thus, how to utilize information technology to reduce work load for staff and expeditiously improve work efficiency and healthcare service quality is presently the top priority for every healthcare institution. In this fast changing modern society, e-health care systems are currently the best possible way to achieve enhanced service efficiency and quality under the restraint of healthcare cost control. The electronic medical record system and the online appointment system are the core features in employing e-health care systems in the technology-based service encounters.

METHODS

This study implemented the Service Encounters Evaluation Model, the European Customer Satisfaction Index, the Attribute Model and the Overall Affect Model for model inference. A total of 700 copies of questionnaires from two authoritative southern Taiwan medical centers providing the electronic medical record system and the online appointment system service were distributed, among which 590 valid copies were retrieved with a response rate of 84.3%. We then used SPSS 11.0 and the Linear Structural Relationship Model (LISREL 8.54) to analyze and evaluate the data.

RESULTS

The findings are as follows: (1) Technology-based service encounters have a positive impact on service quality, but not patient satisfaction; (2) After experiencing technology-based service encounters, the cognition of the service quality has a positive effect on patient satisfaction; and (3) Network security contributes a positive moderating effect on service quality and patient satisfaction.

CONCLUSION

It revealed that the impact of electronic workflow (online appointment system service) on service quality was greater than electronic facilities (electronic medical record systems) in technology-based service encounters. Convenience and credibility are the most important factors of service quality in technology-based service encounters that patients demand. Due to the openness of networks, patients worry that transaction information could be intercepted; also, the credibility of the hospital involved is even a bigger concern, as patients have a strong sense of distrust. Therefore, in the operation of technology-based service encounters, along with providing network security, it is essential to build an atmosphere of psychological trust.