Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies

Matthew L. Meuter, Mary Jo Bitner, Amy L. Ostrom, Stephen W. Brown

Research output: Contribution to journalArticle

729 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)61-83
Number of pages23
JournalJournal of Marketing
Volume69
Issue number2
DOIs
StatePublished - Apr 2005

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Fingerprint Dive into the research topics of 'Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies'. Together they form a unique fingerprint.

  • Cite this