Encouraging Customer Adoption of Self-Service Technologies: Put a Little Fun in Their Lives
This research examines the factors that influence a consumer's decision to alter the manner in which they conduct their business to adopt a new technology based means of engaging with the service provider. A there are two key elements in the introduction of self-service technologies (SSTs), one is the use of the technology itself and another is that existing customers must change the manner in which they conduct their business. To better understand the dynamics at play when customers are asked to adopt technologies, a structural model relating attitudes and anticipated outcomes to decisions to change existing behavior is proposed and tested in a banking context. The findings are that people will consider changing when the technology offers greater utility and when it is fun to use.
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