Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

Customer Acceptance of Self-service Technologies in Retail: A Case of Convenience Stores in China

  • Fang Lyu (Department of Business Administration, Global Business School, Soonchunhyang University) ;
  • Hyun-A Lim (Department of Business Administration, Global Business School, Soonchunhyang University) ;
  • Jaewon Choi (Department of Business Administration, Global Business School, Soonchunhyang University)
  • Received : 2019.03.15
  • Accepted : 2019.08.27
  • Published : 2019.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This paper investigates how firms increase customer acceptance of self-service technologies in retail, and the impact of self-efficacy on customer experience, satisfaction, and loyalty. We conducted our empirical research by administering 308 questionnaires to customers of self-service convenience stores in China. We employed a structural equation model to analyze the relationship between service quality, revisit intention, and word of mouth. The results indicate that perceived service quality significantly influences customer satisfaction, with the service quality of self-service retail and experience value being important factors in consumer acceptance of self-service retail stores. Additionally, we investigated the relationship between customer experience value, satisfaction, and loyalty, and found that self-service retail stores exert a significant impact on perceived self-efficacy. Informed by the research on customer acceptance of self-service technologies in retail, promoting further development of self-service retail technologies can effectively aid companies in generating profit while offering more convenience to customers.

Keywords

Acknowledgement

This research was supported by the Soonchunhyang University Research Fund.

References

  1. Bandura, A. (1978). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 1(4), 139-161. https://doi.org/10.1016/0146-6402(78)90002-4
  2. Bandura, A. (1997). Self-efficacy: The Experience of Control. Journal of Cognitive Psychotherapy. Freeman, New York.
  3. Bennett, R., and Rundle Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209. https://doi.org/10.1057/palgrave.bm.2540069
  4. Berkley, B. J., and Gupta, A. (1994). Improving service quality with information technology. International Journal of Information Management, 14(2), 109-121. https://doi.org/10.1016/0268-4012(94)90030-2
  5. Bloemer, J., Ruyter, K. D., and Wetzels, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106. https://doi.org/10.1108/03090569910292285
  6. Butt, M. M., and Run, E. C. D. (2010). Private healthcare quality: applying a SERVQUAL model. International Journal of Health Care Quality Assurance, 23(7), 658-673. https://doi.org/10.1108/09526861011071580
  7. Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7,8), 811-828. https://doi.org/10.1108/03090560210430818
  8. Chang, T. Z., and Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27. https://doi.org/10.1177/0092070394221002
  9. Christian, G. (1982). Strategic management and marketing in the service sector. Swedish School of Economics and Business Administration, Finland.
  10. Cronin Jr, J. J., and Taylor, S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
  11. Dabholkar, P. A., and Bagozzi, R. P. (2005). An attitudinal model of technology-based Self Service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201. https://doi.org/10.1177/0092070302303001
  12. Davis, F. D. (1986). Technology Acceptance Model for Empirically Testing New End User Information Systems: Theory and Results. Massachusetts Institute of Technology, 233-250.
  13. Ellen, P. S., Bearden, W., and Sharma, S. (1991). Resistance to technological innovations: An examination of the role of self-efficacy and performance satisfaction. Journal of the Academy of Marketing Science, 19(4), 297-307. https://doi.org/10.1007/BF02726504
  14. Eroglu, S. A., Machleit, K. A., and Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139-150. https://doi.org/10.1002/mar.10064
  15. Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schumann, D. W., and Burns, M. J. (1994). Comparing consumers' recall of prepurchase and postpurchase product evaluation experiences. Journal of Consumer Research, 20(4), 548-560. https://doi.org/10.1086/209369
  16. Grewal, D., Monroe, K. B., and Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value and transaction value. Journal of Marketing, 62(2), 46-59.
  17. Griffin, J. (1995). Customer Loyalty: How to Earn it and How to Keep it. Lexington Books, New York.
  18. Gummerus, J., Liljander, V., Pura, M., and Riel, A. V. (2004). Customer loyalty to content-based web sites: the case of an online health-care service. Journal of Services Marketing, 18(3), 175-186. https://doi.org/10.1108/08876040410536486
  19. Hill, T., Smith, N. D., and Mann, M. F. (1987). Role of efficacy expectations in predicting the decision to use advanced technologies: the case of computers. Journal of Applied Psychology, 72(2), 307-313. https://doi.org/10.1037/0021-9010.72.2.307
  20. Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience, In service quality: New directions in theory and practice. Thousand Oaks, CA: Sage Publications.
  21. Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192. https://doi.org/10.1177/0276146700202008
  22. Iglesias, M. P., and Guillen, M. J. Y. (2004). Perceived quality and price: their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373-379. https://doi.org/10.1108/09596110410550824
  23. Kankanhalli, A., Tan, B. C. Y., and Wei, K. K. (2005). Contributing knowledge to electronic knowledge repositories: an empirical investigation. MIS Quarterly, 29(1), 113-143. https://doi.org/10.2307/25148670
  24. Khan, F., Tabassum, A., and Jahan, K. (2014). Assessment of Service Gap in Superstores of Bangladesh by using SERVQUAL Model. World Review of Business Research, 4(1),109-128.
  25. Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, K. (2004). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context. Journal of the Academy of Marketing Science, 32(3), 293-311. https://doi.org/10.1177/0092070304263330
  26. Lewis, R. C., and Booms, B. H. (1983). The marketing aspect of service quality. Emerging Perspectives on Services Marketing, 65(4), 99-107.
  27. Mao, L. L., and Zhang, J. J. (2012). Exploring the factors affecting the perceived program quality of international sports education programs: The case of a Chinese sports university. Journal of Applied Marketing Theory, 3(2), 14-35. https://doi.org/10.20429/jamt.2012.030202
  28. Mathwick, C., Malhotra. N., and Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping. Journal of Retailing, 77(1), 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2
  29. Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24. https://doi.org/10.1016/S0148-2963(00)00114-4
  30. Miranda, V. C., Margaca, M. D., Odete, F. P., and Humberto, R. (2017). The effects of customer satisfaction, service quality and perceived value on behavioural intentions in retail industry. In 23rd International Scientific Conference on Economic and Social Development. Madrid (ESD). Proceeding, 330-342.
  31. Mittal, V., Ross Jr, W.T., and Baldasare, P. M. (1998). The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions. Journal of Marketing, 62(1), 33-47. https://doi.org/10.1177/002224299806200104
  32. Nam, J., Ekinci, Y., and Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015
  33. Nigam, A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intension in organized quick service chain restaurants using structural equation modeling approach. Journal of Commerce and Trade, 16(1), 70-79. https://doi.org/10.1177/0971890720120108
  34. Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. Hospitality Management, 18(1), 67-82. https://doi.org/10.1016/S0278-4319(98)00047-4
  35. Parasuraman, A. P. (1997). A Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161. https://doi.org/10.1007/BF02894351
  36. Parasuraman, A. P., Zeithaml, V. A., and Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. https://doi.org/10.1177/1094670504271156
  37. Parasuraman, A., Zeithaml, V., and Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  38. Pedraja Iglesias, M., and Guillen, M. J. Y. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373-379. https://doi.org/10.1108/09596110410550824
  39. Pine II. J., and Gilmore, J. H. (1988). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
  40. Rahman, M. A., Qi, X., Saif, A. N. M., Ibrahim, I. B., and Sultana, R. (2017). Assessing service quality of online bill payment system using extended SERVQUAL model (SERVQUAL-Butterfly model): A case study of Dhaka electric supply company limited (DESCO), Bangladesh. Cogent Business and Management, 4(1), 21-33. https://doi.org/10.1080/23311975.2017.1301195
  41. Rayport, J. F., and Sviokla, J. J. (1995). Exploiting the virtual value chain. Harvard Business School, USA.
  42. Sweeney, H. L., Straceski, A. J., Leinwand, L. A., Tikunov, B. A., and Faust, L. (1994). Heterologous expression of a cardiomyopathic myosin that is defective in its actin interaction. The American Society for Biochemistry and Molecular Biology, 269(3), 1603-1606. https://doi.org/10.1016/S0021-9258(17)42067-9
  43. Sweeney, J. C., Soutar, G. N., and Johnson, L. W. (1997). Retail service quality and perceived value: A comparison of two models. Journal of Retailing and Consumer Services, 4(1), 39-48. https://doi.org/10.1016/S0969-6989(96)00017-3
  44. Tellis, G. J. (1988). Advertising exposure, loyalty and brand purchase: a two-stage model of choice. Journal of Marketing Research, 25(2), 134-44. https://doi.org/10.1177/002224378802500202
  45. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 177-266. https://doi.org/10.1287/mksc.4.3.199
  46. Tucker, W. T. (1964). The development of brand loyalty. Journal of Marketing Research, 1(3), 32-35. https://doi.org/10.1177/002224376400100304
  47. Uncles, M. D., and Laurent, G. (1997). Editorial: special Issue on Loyalty. International Journal of Research in Marketing, 14(5), 399-404. https://doi.org/10.1016/S0167-8116(97)80224-8
  48. Wallin, T. A., and Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23. https://doi.org/10.1108/09564239810199923
  49. Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7(1), 49-54. https://doi.org/10.1086/208792
  50. Wolfinbarger, M. F., and Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting Etail quality. Journal of Retailing, 79(3), 183-198. https://doi.org/10.1016/S0022-4359(03)00034-4
  51. Yadav, M. S., and Monroe, K. B. (1993). How buyers perceive savings in a bundle price: An examination of a bundle's transaction value. Journal of Marketing Research, 30(3), 350-358.
  52. Yakhlef, A. (2015). Customer experience within retail environments an embodied. spatial approach. Marketing Theory, 15(4), 545-564. https://doi.org/10.1177/1470593115569016
  53. Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior. Journal of Retailing and Consumer Services, 19(5), 484-491. https://doi.org/10.1016/j.jretconser.2012.06.003
  54. Yu, H. S., Zhang, J. J., Kim, D. H., Chen, K. K., Chris, H., Min, S. D., and Huang, H. Y. (2014). Service Quality, Perceived Value, Customer Satisfaction, and Behavioral Intention Among Fitness Center Members Aged 60 Years and Over. Social Behavior and Personality: An International Journal, 42(5), 757-767. https://doi.org/10.2224/sbp.2014.42.5.757
  55. Zaibaf, M., Taherikia, F., and Fakharian, M. (2013). Effect of perceived service quality on customer satisfaction in hospitality industry: Gronroos' service quality model development. Journal of Hospitality Marketing and Management, 22(5), 490-504. https://doi.org/10.1080/19368623.2012.670893
  56. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000203
  57. Zeithaml, V. A., Bitner, M. J. and Gremler, D. (2003). Services marketing: Integrating customer focus across the firm. McGraw Hill Inc, US.
  58. Zhang, X., and Prybutok, V. R. (2005). A Consumer Perspective of E-Service Quality. IEEE Transactions on Engineering Management, 52(4), 461-477. https://doi.org/10.1109/TEM.2005.856568