TY - JOUR
T1 - Choosing among alternative service delivery modes
T2 - An investigation of customer trial of self-service technologies
AU - Meuter, Matthew L.
AU - Bitner, Mary Jo
AU - Ostrom, Amy L.
AU - Brown, Stephen W.
PY - 2005/4
Y1 - 2005/4
N2 - Electronic commerce is an increasingly popular business model with a wide range of tools available to firms. An application that is becoming more common is the use of self-service technologies (SSTs), such as telephone banking, automated hotel checkout, and online investment trading, whereby customers produce services for themselves without assistance from firm employees. Widespread introduction of SSTs is apparent across industries, yet relatively little is known about why customers decide to try SSTs and why some SSTs are more widely accepted than others. In this research, the authors explore key factors that influence the initial SST trial decision, specifically focusing on actual behavior in situations in which the consumer has a choice among delivery modes. The authors show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.
AB - Electronic commerce is an increasingly popular business model with a wide range of tools available to firms. An application that is becoming more common is the use of self-service technologies (SSTs), such as telephone banking, automated hotel checkout, and online investment trading, whereby customers produce services for themselves without assistance from firm employees. Widespread introduction of SSTs is apparent across industries, yet relatively little is known about why customers decide to try SSTs and why some SSTs are more widely accepted than others. In this research, the authors explore key factors that influence the initial SST trial decision, specifically focusing on actual behavior in situations in which the consumer has a choice among delivery modes. The authors show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.
UR - http://www.scopus.com/inward/record.url?scp=17544382395&partnerID=8YFLogxK
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U2 - 10.1509/jmkg.69.2.61.60759
DO - 10.1509/jmkg.69.2.61.60759
M3 - Article
AN - SCOPUS:17544382395
SN - 0022-2429
VL - 69
SP - 61
EP - 83
JO - Journal of Marketing
JF - Journal of Marketing
IS - 2
ER -