1. Consumer Evaluations of New Technology-based Self-service Options: An Investigation of alternative models of service quality Author: Pratibha A. Dabholkar Presented By: Jean-Andrew Mikesell

2. Objectives To describe alternative technology-based self- service options available To describe alternative technology-based self- service options available To describe how consumers are likely to evaluate technology-based self-service To describe how consumers are likely to evaluate technology-based self-service To describe different service quality models and apply these models in a study To describe different service quality models and apply these models in a study

3. Introduction Labor costs are high, and they are increasing Labor costs are high, and they are increasing Technology is easily capable of reducing the workforce needed to provide services to consumers in many sectors Technology is easily capable of reducing the workforce needed to provide services to consumers in many sectors Some customers embrace the reduction of human involvement, some despise it Some customers embrace the reduction of human involvement, some despise it Finally, little is known about how to predict if customers will appreciate a self-service solution in an industry Finally, little is known about how to predict if customers will appreciate a self-service solution in an industry

4. Methodology Two models of service quality are proposed Two models of service quality are proposed Attribute – based on what consumer’s would expect Attribute – based on what consumer’s would expect Overall Affect – based on the consumer’s feelings towards the use of technology Overall Affect – based on the consumer’s feelings towards the use of technology A study is conducted, testing the models for a proposed option, with and without the effect of different wait times A study is conducted, testing the models for a proposed option, with and without the effect of different wait times

5. Concepts From management point of view, customers are viewed as ‘partial employees’ From management point of view, customers are viewed as ‘partial employees’ The participation and performance of customers can have an effect on the performance of service quality The participation and performance of customers can have an effect on the performance of service quality

6. Models Attribute-Based Model Expected speed of delivery Expected ease of use Expected reliability Expected enjoyment Expected control Expected Service quality Of technology-based Self-service option Intention To use Option Overall Affect Model Attitude toward using Technological products Need for interaction With service employee Expected service Quality of technology- Based self-service option Intention to Use option

7. Research Context and Design Hypothesis tested using scenario and questionnaire approach Hypothesis tested using scenario and questionnaire approach Context is where customers can either use a computerized touch screen to order a meal in a fast food restaurant or order verbally Context is where customers can either use a computerized touch screen to order a meal in a fast food restaurant or order verbally

8. Reasons for Chosen Scenario Touch screens in a fast food setting are currently being tested as direct ordering options for customers Touch screens in a fast food setting are currently being tested as direct ordering options for customers Fast food restaurants are frequented by a more representative sample of the general population than airports, catalog stores, movie theatres, or sports events Fast food restaurants are frequented by a more representative sample of the general population than airports, catalog stores, movie theatres, or sports events

9. Reasons (continued) Touch screen technology is easier to use than computer keyboards, and are easier to visualize and think about Touch screen technology is easier to use than computer keyboards, and are easier to visualize and think about The situation itself involves a low level of risk than one where the outcome is critical, such as using a medical innovation to monitor one’s health The situation itself involves a low level of risk than one where the outcome is critical, such as using a medical innovation to monitor one’s health

10. Data Collection & Sample Stats Sample consisted of 505 undergrad students from large university Sample consisted of 505 undergrad students from large university Almost half (46.5%) were men, avg age of 24.8 Almost half (46.5%) were men, avg age of 24.8 Women accounted for 53.5% with avg. age of 25.31 Women accounted for 53.5% with avg. age of 25.31 Data collection done in classrooms after informing respondents that the exercise was voluntary and that responses were anonymous Data collection done in classrooms after informing respondents that the exercise was voluntary and that responses were anonymous

11. Results 68.9% said they would use a touch screen to order fast food 68.9% said they would use a touch screen to order fast food Only 18 out of 505 (3.6%) had used this ordering option Only 18 out of 505 (3.6%) had used this ordering option Prior experience using technological products was neither high nor low (4.16 on a 1 to 7 scale) Prior experience using technological products was neither high nor low (4.16 on a 1 to 7 scale)

12. Discussion While tech-based self-serv options are very feasible and have obvious benefits, consumer evaluations of service quality have not been investigated While tech-based self-serv options are very feasible and have obvious benefits, consumer evaluations of service quality have not been investigated This research, using two service quality models, represents one of the first attempts to apply consumer decision-making concepts to the services area. This research, using two service quality models, represents one of the first attempts to apply consumer decision-making concepts to the services area.