Understanding the relationship of self-service technology quality with user adoption using SSTQUAL
Purpose: The study aimed to examine the antecedents to self-service technology (SST) adoption behavior and the relationships between the constructs using empirical research. Design/methodology/approach: Based on synthesis of the extant literature, a model was hypothesized, hypotheses were framed. Field data collected were analyzed using structural equation modeling. Findings: Few interesting findings were noted in this research. First, SST service quality had a direct positive linkage with perceived value, but no linkage with e-satisfaction. Second, strong positive linkage existed between perceived value and e-satisfaction. Therefore, the connection between SST service quality and satisfaction was completely mediated by perceived value. Third, no relationship existed between perceived value and behavioral intentions, but a direct positive relationship existed between e-satisfaction and behavioral intentions. Thus, the relationship of perceived value with behavioral intentions was fully mediated by e-satisfaction. Fourth, no direct connection was found between SST service quality and behavioral intentions. Rather, the connection was fully mediated by perceived value and e-satisfaction. Fifth, direct positive association was found between behavioral intentions and actual adoption of SST. Research limitations/implications: This empirical research was conducted primarily on the young population. Practical implications: The study will benefit managers in making better decisions on how to make SST work successfully for their organizations. Originality/value: First, this research further refined the SST adoption process of a customer, thus making a meaningful contribution to the literature on SST. Second, the research validated SSTQUAL scale in a different geographical setting.
Year of publication: |
2020
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Authors: | Ghosh, Manimay |
Published in: |
The TQM Journal. - Emerald, ISSN 1754-2731, ZDB-ID 2420151-0. - Vol. 33.2020, 2 (29.07.), p. 293-314
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Publisher: |
Emerald |
Saved in:
Online Resource
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