Journal Article10.1108/10662240810897826
Effects of self‐service technology on customer value and customer readiness
Shu‐Hsun Ho,Ying‐Yin Ko +1 more
202
TL;DR: Whether self‐service technology (SST) can enhance customer value (CV) and customer readiness (CR) and it is proposed to inspect the effects of CV and CR in customers' continued use of Internet banking.
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Abstract: Purpose – The purpose of this paper is to investigate whether self‐service technology (SST) can enhance customer value (CV) and customer readiness (CR). In addition, it is proposed to inspect the effects of CV and CR in customers' continued use of Internet banking.Design/methodology/approach – An online survey was used with a sample of 771 respondents. Structural equation models (SEM) were used to examine 11 hypotheses in the theoretical framework.Findings – SST characteristics (i.e. ease of use, usefulness, costs saved, and self‐control) demonstrated positive effects on CV and CR. CR is positively related to CV. Furthermore, customers are willing to use Internet banking when CV and CR are high.Research limitations/implications – The study examines the factors contributing to positive effects on customers' continued use of Internet banking. Further research is recommended to investigate the effects of negative factors, such as risk and complexity. In addition, the same methods should be used to reproduce ...
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