Summary
Technology has become an integral part of the marketplace. Customers are increasingly given the option or are being asked to provide for themselves through the use of self-service technologies. It is important for providers of self-service technologies (SSTs) to understand how customers evaluate SSTs so that firms can improve their performance. This article provides a view of the relationships between service quality and customer satisfaction based on technology-based service encounters. Results shows that at the very basic level, criteria for evaluation appear to be different between employee dependent and technology dependent service delivery. However, with the use of the critical incident technique (CIT) and attribution techniques, criteria can be developed that are applicable to SSTs and when utilized in employee based services, provide a deeper understanding of the customers' evaluation process.
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Extract
Technology-Based Service and Customer Satisfaction in Developing Countries
With the fast pace of modern-day living, utilization of services has increased tremendously. In developing countries like the Philippines, self-service technologies called SST's among marketing practitioners, are now starting to change the way customers interact with firms to create service outcomes. Literature defines self-service technologies (SST's) as technological interfaces that enable customers to produce a service independent of direct service employee involvement (Meuter, Ostrom, Roundtree, and Bitner 2000). Cited as examples include automated teller machines, banking by telephone and services over the Internet.
To date, in the Philippines, almost half of all retail banking transactions are now conducted without the assistance of a bank teller, a situation almost similar to the scenario of the Lawrence and Karr (1996) and more innovative application are being introduced (e.g. payment of purchases directly deducted from savings using the ATM cards during check...See the full content of this document
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