Does mental workload matter in self-service design?

AuthorPhongkusolchit, Kiattisak
  1. INTRODUCTION

    Different types of self-service technologies (SSTs) are available in many industries today, and some have been around for decades, for example, automatic teller machines (ATMs), Internet and/or telephone banking, information kiosks, and self-checkout systems. These technology-based self-services (TBSSs) allow customers to perform the services for themselves without any direct involvement of a firm employee, and customers can carry out fast and convenient transactions and receive information without visiting the firm's physical location (Lee, Lee, & Eastwood, 2003; Meuter, Bitner, Ostrom, & Brown, 2005).

    There are several benefits that TBSSs have for customers; however, TBSSs have been implemented with varying degrees of success, and very little is known why some customers decide to use TBSSs and why some decided not to (Meuter et al., 2005). Therefore, we believe that there is a need to examine the factors that influence customers' intention to use TBSSs. The major inquiry of this study is to answer the questions as follows:

    * How does mental workload influence perceived service quality of TBSSs?

    * How does mental workload influence the intention to use TBSSs?

    * How does perceived service quality of TBSSs influence the intention to use TBSSs?

  2. LITERATURE REVIEW AND THEORETICAL MODEL

    2.1 Behavioral Theories

    The issue of customer behavior has been largely studied and a number of behavioral theories have influenced research associated with this area resulting in fruitful contributions over decades. Theory of Reasoned Action (TRA) suggests that behavioral intention, influenced by attitude toward behavior and subjective norm, leads to actual behavior (Fishbein & Ajzen, 1975). Based on TRA excluding subjective norm, Technology Acceptance Model (TAM) was developed to predict adoption behavior (Davis, 1989). Theory of Planned Behavior (TPB), an extended TRA, includes perceive behavioral control that influences both behavioral intention and actual behavior (Ajzen, 1991). Among other behavioral theories, TRA, TAM, and TPB have been widely acknowledged to provide a solid foundation for behavioral studies.

    2.2 Technology-based Self-service (TBSS)

    Technological interfaces, self-service technologies (SSTs) can allow customers to produce and consume services electronically without any direct contact with firm employees and these full or partial services performed are known as technology-based self-services (TBSSs) (Dabholkar, 1996; Meuter, Ostrom, Bitner, and Roundtree, 2003). These include a wide range of services such as banking, finance, and retail. SSTs, like ATMs, information kiosks, and self-checkout systems, to name a few, can be easily found in everyday's life. Although TBSS options have been available in businesses for decades, researchers realize that the resistance of customers plays a significant role in using these services.

    2.3 Intention to Use TBSS

    Based on behavioral theories, researchers have investigated factors impacting customer's decision to use these technology-facilitated services. To understand and explain the pivotal role of attitudes in influencing intentions and behaviors related to technology-based self-service (TBSS), Bobbitt and Dabholkar (2001) did a study and found that intention to use TBSS is positively influenced by customer attitudes. A later study of TBSS research reported that consumer traits and situational factors strengthen the relationship between fun and attitude toward using TBSS. Also, the situational factors strengthen the relationship between ease-of-use and attitude toward using TBSS (Dabholkar & Bagozzi, 2002). Intentions to use TBSS can also be driven by multiple, hierarchical attitudes (Curran, Meuter, & Surprenant, 2003). Perceived usefulness, perceived ease of use, control, reliability, and enjoyment were found to be crucial drivers of customer attitude toward self-scanning option (Dabholkar, Bobbitt, & Lee, 2003; Weijters, Rangarajan, Falk, & Schillewaert, 2007). However, researchers are well aware of the differences of potential customers.

    Individual difference presents a significant influence on relationships in TBSS studies. Elliott and Hall (2005) indicated that males have a stronger desire to try new SSTs. The same study also showed that females appear to be less confident using SSTs and require greater assurance for reliability and accuracy of SSTs. Weijters et al. (2007) reported that as compared to women, perceived usefulness demonstrate a stronger relationship with men's attitude toward using SST, and that education levels positively moderate the relationship between perceived newness of an SST and attitude toward using the SST. In addition, Chinese customers were found to have greater levels of discomfort and insecurity and lower...

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