Effects of Technology Readiness and Consumer Readiness on the Adoption of Self Service Technology

Abstract

Self Service Technology (SST) refers to technological interfaces that enable customers to produce a service independently, without service employees’ direct involvement. Because of the recent technological evolution and rising labor cost, most companies in the retail and service industries tend to use more technology-based SST options. In this study, we tried to investigate the effects of technology readiness and consumer readiness on SST service quality, attitude toward using SST, and intention to use SST in franchise fast food restaurants. The study results showed a significant and positive influence on all six dimensions of SST service quality. This research found that consumer readiness has a stronger and statistically more significant influence on all of SST service quality’s six constructs than does TR. Within a setting in which a customer is using SST, consumer readiness is a concept that is composed of the following: customer’s own role clarity, ability to utilize SST, and self-efficacy about using SST. Shim & Han (2012) confirmed that Consumer Readiness is a strong variable that effects motivation to use SST. This research presents academic significance in that it verified that consumer readiness is a major leading variable that influences perceived SST service quality. This research confirmed the moderating effects of consumer traits (self-consciousness, need for interaction, technology anxiety) and situational factors (perceived crowding, perceived waiting time) within the relationship between SST service quality and attitudes and intentions toward using SST. Study results showed that all variables have moderating effects. Ease of SST use was shown to have a strong influence on developing attitudes and intentions toward using SST in people with high levels of technology anxiety. For people with low levels of technology anxiety, ease or difficulty of SST use did not affect their attitude toward using SST. The expectation of increased enjoyment through SST use had an impact on developing attitudes and intentions toward using SST. This implies that expectation of increased enjoyment does not affect the development of intention toward using SST for people with high technology anxiety, as their technology anxiety is greater than such expectation. In contrast, this expectation of increased enjoyment greatly affects the development of attitude toward using SST for people with low technology anxiety. As a result, when introducing SST, firms need to design the system to appeal to people with high technology anxiety. Results also revealed that innovativeness does not have statistically significant influences on enjoyment or convenience. Because our results confirmed that technology readiness is an important leading variable of SST service quality, our research supported the works of Lin & Hsieh (2006) and Zeithaml et al. (2002). Managerial implications and limitations of the study were also discussed.