Effect of customer readiness on technology-based self-service quality and usage intention

Abstract

Background/Objectives: This study adopted the concept of customer readiness related with how much customers are ready to use new technologies as a variable related with whether one will accept TBSS service. Methods/Statistical analysis: The survey of this study was conducted to those who had ever used KIOSK, unmanned ticket-issuing machine. While 300 copies of the questionnaire were distributed, 247 were used. The frequency analysis of the data was done with the SPSS 22.0 version, and the structural equation model was tested with AMOS 21.0. Among the users, those who had not experienced TBSS were excluded. Findings: First, customer readiness has significant effect on four sub-dimensions of service quality. It means that, in using TBSS in airline ticketing service, the more a customer knows the role he or she plays, and the more the customer is confident of one’s own ability, the more positively he or she perceives its service quality. Second, it was found that, while perceived usefulness, perceived ease of use, and perceived initiative have significant effect on usage intention, perceived cost reduction does not. It means that the more one feels that the self service is useful, and that he or she has finished the work quickly by using TBSS, the more one is willing to use it again. It also means that the more one feels that it is easy to buy the ticket and to use the machine the more one is willing to use it again. The more one feels that one can get the accurate information on the product one needs, the more one is willing to use it again. Improvements/Applications: Based on the findings, this research wants to provide some hints to companies in devising TBSS management strategies to efficiently design service quality and secure loyal customers by satisfying them.