Presentation on theme: "Nitchara Saeheng, Atcharawan Ngamyarn and Jittaporn Sriboonjit"— Presentation transcript:
1 Nitchara Saeheng, Atcharawan Ngamyarn and Jittaporn Sriboonjit The Effect of Kiosks Service Quality and Kiosks Product Quality on Customer SatisfactionNitchara Saeheng, Atcharawan Ngamyarn and Jittaporn SriboonjitDepartment of Real Estate Business, Thammasat University, Thailand
3 Impact of KioskKiosks effect both positive and negative to shopping centers and customers.Total revenue in increaseRent per square meter is higher than other retailsKiosks create atmosphere.Many kiosk cannot survive. Difficult to manage.Shopping CentersCustomers enjoy their shoppingCustomers cannot move freely. (J.-H. Kim & Runyan, 2011)Some customer avoid kiosks. (Krishen et al., 2010)Customers
4 The Problem with Kiosk in Thailand Kiosks cannot surviveEvery shopping center hasCustomers do not buyShopping centers have to find new kiosk for replacement and their cost increase!!!Content Layouts
5 Why Customers do not Buy Products at Kiosk? ProblemsKiosk Service QualityKiosk Product Quality
6 Literature Review Service Quality Dimension This study adapts retail service quality (Beneke, Hayworth, Hobson, & Mia, 2012; Dabholkar, Thorpe, & Rentz, 1996) that include five dimensions to define the definition. Five dimensions are following.Personal InteractionPhysical AspectsReliabilityProblem SolvingPolicy
7 Literature Review Conceptual Definition Kiosk Service Quality Kiosks’ capability of managing customers’ problems and complaints. (Beneke et al., 2012; Dabholkar et al., 1996)Employee at kiosks can provide courteous services, prompt to help and understand customer behavior.(Beneke et al., 2012; Dabholkar et al., 1996)Personal InteractionProblem SolvingKiosks’ appearance. It also includes store layout, facilities and cleanness. (Beneke et al., 2012; Dabholkar et al., 1996; Yuen & Chan, 2010)Physical AspectsKiosks policy such as product policy and hours operation. (Beneke et al., 2012; Dabholkar et al., 1996; Siu & Cheung, 2001)Kiosk Service QualityPolicyKiosk’s ability to deliver the service and keep promise to customers. (Beneke et al., 2012; Dabholkar et al., 1996)ReliabilityConceptual Definition
8 Literature Review Product Quality Dimension Garvin (1984) proposed that there are eight dimensions in product quality definition.PerformanceFeaturesReliabilityConformanceDurabilityServiceabilityAestheticsPerceived Quality
10 Shopping Satisfaction with Kiosk Literature ReviewConceptual DefinitionShopping satisfactions with kiosks is defined as the experience that the customers evaluate after they shopped at kiosks ; or Expectancy-Disconfirmation model (Oliver, 1980).Shopping Satisfaction with Kiosk
11 The Model and Hypotheses Shopping Satisfaction with KioskKiosk Service QualityPersonal InteractionPhysical AspectsReliabilityPolicyProblem SolvingKiosk Product QualityProduct FeaturesProduct AestheticsCustomer- Perceived Quality
12 HypothesesH1 : Kiosks service quality has a direct effect on shopping satisfaction with kiosk.H2 : Kiosks product quality has a direct effect on shopping satisfaction with kiosk.
13 Research MethodologyThe questionnaire was developed from previous studies.All scale items were measured via a five point Likert scale, ranging from 1 (highly disagree) to 5 (highly agree.).A survey was conducted with the Thai samples that have experience in shopping with kiosk.This research mainly focuses on kiosks in shopping center only that have no chain and do not sell food, cosmetic and supplementary food.Convenience Sampling
14 The Findings Descriptive Statistics The total of 216 respondents who have experience in shopping with kiosk participated. In this amount, 69 percent of respondents are female. Age between is the most portions, 74 percent of the total and most respondents are employees.
15 Shopping Satisfaction with Kiosk Customer- Perceived Quality The FindingsCronbach’s Alpha.694.727H2H1Shopping Satisfaction with KioskKiosk Service QualityPersonal InteractionPhysical AspectsReliabilityPolicyProblem SolvingKiosk Product QualityProduct FeaturesProduct AestheticsCustomer- Perceived Quality.856.823.708.882.761.889.796
16 Shopping Satisfaction with Kiosk Customer- Perceived Quality The FindingsWe find factor scores of each dimensions and use them for finding factor scores of Kiosk Service Quality and Kiosk Product Quality ConstructsH2H1Shopping Satisfaction with KioskKiosk Service QualityPersonal InteractionPhysical AspectsReliabilityPolicyProblem SolvingKiosk Product QualityProduct FeaturesProduct AestheticsCustomer- Perceived Quality
17 The FindingsFactor Loadings and %Variance for Kiosk Service Quality and Kiosk Product Quality ConstructsItemsFactor Loading% Variance1. Kiosk Service Quality47.027Factor of Personal Interaction.644Factor of Physical Aspects.597Factor of Reliability.839Factor of Problem Solving.771Factor of Policy.5322. Kiosk Product Quality39.996Factor of Kiosk Product Features.637Factor of Kiosk Product Aesthetics.620Factor of Customer-Perceived Kiosk Quality.640
18 Shopping Satisfaction with Kiosk Customer- Perceived Quality Hypotheses TestingThe result from multiple regression shows that kiosk product quality has more impact with customer shopping satisfaction than kiosk service quality..494**.379**Shopping Satisfaction with KioskKiosk Service QualityPersonal InteractionPhysical AspectsReliabilityPolicyProblem SolvingKiosk Product QualityProduct FeaturesProduct AestheticsCustomer- Perceived QualityAdjusted R2=51.1%** is significant at .01
19 Shopping Satisfaction with Kiosk Customer- Perceived Quality Hypotheses TestingIn the model, there are only four independent variables, which are problem solving, policy, kiosk product aesthetics and customer-perceived quality, are significant.0.164 **0.144 **Shopping Satisfaction with KioskKiosk Service QualityPersonal InteractionPhysical AspectsReliabilityPolicyProblem SolvingKiosk Product QualityProduct FeaturesProduct AestheticsCustomer- Perceived QualityAdjusted R2=57.7%0.216 **** is significant at .010.383 **
20 Conclusion and Implication Shopping centersUnderstand what kiosk’s characteristics affect shopper satisfaction.Choose kiosk that meet shopper satisfactionReduce the cost of finding new kiosks.Kiosk ownersImprove the performance for surviving in shopping centers.
21 Future ResearchConsider how shopping satisfaction with kiosk can affect the shopping center in overall.Focus on other types of kiosks such as chain kiosks or kiosks that sell food, cosmetic and supplementary food.
22 ReferencesBabin, B. J., & Attaway, J. S. (2000). Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer. Journal of Business Research, 49(2), doi:Beneke, J., Hayworth, C., Hobson, R., & Mia, Z. (2012). Examining the effect of retail service quality dimensions on customer satisfaction and loyalty: The case of the supermarket shopper (Vol. 12).Bui, M., Krishen, A. S., & Latour, M. S. (2012). When Kiosk Retailing Intimidates Shoppers. Journal of Advertising Research, 52(3), doi: /JARDabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), doi: /Eroglu, S. A., Machleit, K., & Feldman Barr, T. (2005). Perceived retail crowding and shopping satisfaction: the role of shopping values. Journal of Business Research, 58(8), doi: /j.jbusresGarvin, D. A. (1984). What does product quality really mean? Sloan Management Review, 26, doi: citeulike-article-id:González-Hernández, E. M., & Orozco-Gómez, M. (2012). A segmentation study of Mexican consumers based on shopping centre attractiveness. International Journal of Retail & Distribution Management, 40(10), doi: /
23 ReferencesJahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science, 1(7),Khare, A. (2013). Retail service quality in small retail sector: the Indian experience. Facilities, 31(5), doi: /Kim, J.-H., & Runyan, R. (2011). Where did all the benches go? The effects of mall kiosks on perceived retail crowding. International Journal of Retail & Distribution Management, 39(2), doi: /Krishen, A. S., Bui, M., & Peter, P. C. (2010). Retail kiosks: how regret and variety influence consumption. International Journal of Retail & Distribution Management, 38(3), doi: /Machleit, K. A., & Mantel, S. P. (2001). Emotional response and shopping satisfaction: Moderating effects of shopper attributions. Journal of Business Research, 54(2), doi:Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4),Runyan, R., Kim, J.-H., & Baker, J. (2012). The mall as bazaar: How kiosks influence consumer shopping behaviour. Journal of Marketing Management, 28(1/2), doi: / XYuen, E. F. T., & Chan, S. S. L. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management, 17(3/4), doi: /dbm
25 Appendix Kiosk Service Quality Items Items Factor Loading % Variance Cronbach’s AlphaPersonal Interaction55.275.823Kiosk employees have the knowledge to answer my questions..643Kiosk employees give prompt service..830Kiosk employees are never too busy to respond my request..846Kiosk gives customers individual attention..6282. Physical Aspects40.749.727Kiosk has attractive appearances..531Kiosk layout makes it easy for customer to find what they need..627Kiosk is clean.707Kiosk has modern-looking equipment and fixtures..6753. Reliability48.816.694Kiosk always has products in stock.446Kiosk performs the service right since the first step.792Kiosk provide the services at the time it promise to do so.7994. Problem Solving67.177.856Kiosk employees are able to handle customer’s complaints..821Kiosk can solve my problem efficiently..886When a customer has a problem, kiosk shows a sincere interest in solving it..7465. Policy50.694.708Kiosk has operating houses convenient to customers..478Kiosk has returns and exchanges policy..700Kiosk offer high quality merchandise..896
26 AppendixKiosk Product Quality and Shopping Satisfaction with Kiosk ItemsItemsFactor Loading% VarianceCronbach’s AlphaKiosk Product Features52.859.761Kiosk provides many types of products..676Kiosk provides many products’ price range..842Kiosk provides a wide selection of material in the same product..648Kiosk Product Aesthetics62.258.889Kiosk products are stylish..668Kiosk products are creative..785Kiosk products have appealing appearances..862Kiosk products are interesting..843Kiosk products are beautiful..773Customer-Perceived Kiosk Quality59.563.796Kiosk products have good brand..645Kiosk products quality meets my expectation..717Kiosk products have standard..926Shopping Satisfaction with Kiosk (Dependent Variable)65.423.882I was impressive with my shopping experience at kiosk..777Overall, I satisfied kiosk..864I will recommend other people to shop at kiosk..791Shopping at kiosk is the right decision..801