The relationships of technology readiness, perceived value, satisfaction, and continuance intention – A study of self-service technologies in Viet Nam

Abstract

Technologies have changed the way of doing business remarkably. The marketplace is being replaced by market space, where almost all products/services are embodied in digital forms and delivered through information-based channels. As a result, this study attempts to investigate the determinants of marketspace marketing, particularly of self-service technologies. More specifically, the study examines the relationships among technology readiness, perceived value, customer satisfaction, and continuance intention in using self-service technologies. Data was collected through a questionnaire survey on 179 users who have had experience in using self-service technologies (including internet banking, airline ticket online booking, and tours online booking) in Ho Chi Minh City –Vietnam’s largest city. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. The results show that all of the six hypotheses were empirically supported. Specifically, (1) Technology readiness has a strong positive influence on perceived value, customer satisfaction, and continuance intention; (2) Perceived value shows a moderate positive impact on satisfaction and continuance intention; (3) Satisfaction has a significant positive impact on continuance intention. In terms of theoretical contributions, this study proposed a value-based framework to predict continuance intention and conceptualized technology readiness as a second-order formative construct, which better represents the content of the construct originally developed by Parasuraman (2000). In terms of managerial implications, marketing managers should pay special attention to TR when making decisions such as launching new SSTs, segmenting customers, or boosting customers’ TR.