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Article Information:
Title:
The role of post-training self-efficacy in customers' use of self service technologies
Author(s):
Xinyuan Zhao, Anna S. Mattila, Li-Shan Eva Tao
Journal:
International Journal of Service Industry Management
Year:
2008
Volume:
Issue:
Page:
492 - 505
ISSN:
0956-4233
DOI:
10.1108/09564230810891923
Publisher:
Emerald Group Publishing Limited
Acknowledgements:
The authors thank I-Yin Yen for her help on the data analysis and Professor Kam-Hon Lee for his comments on the discussion of the results about technology anxiety and ease of use.
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Abstract:
Purpose – The current study aims to investigate the role of post-training self-efficacy in influencing customer perceptions and usage of self-service technologies (SSTs). Specifically, the aim is to propose that high post-training self-efficacy will reduce technology anxiety and hence increase perceptions of ease of use associated with SSTs.
Design/methodology/approach – A self-checkout machine in a library setting served as the study context. A total of 131 subjects were randomly assigned to two training groups (written instructions and a demonstration).
Findings – The results partially support the research hypotheses and suggest that post-training self-efficacy has a positive impact on customer satisfaction and ease of use. Ease of use, in turn, increased customer intention to reuse SSTs while decreasing technology anxiety.
Research limitations/implications – The study has a relatively small sample size and only two training methods were tested. A control group should be included in future research.
Originality/value – As the first trial, the study investigated customers' post-training self-efficacy in SSTs by integrating training theories and SSTs studies. The results suggest service organizations use effective training programs to customers' participation in the service delivery process via SSTs. The study also explored customers' ease of use and technology anxiety in a single research. Different from previous SSTs studies, the current study suggest that ease of use and technology anxiety play various roles in customers' participation at SSTs encounters.
Keywords:
Customer satisfaction, Self-service, Services, Training, Vending machines
Article Type:
Research paper