Services Marketing Essay
EBS Business School
Universität für Wirtschaft und Recht
Case Assignment
M.Sc. Services Marketing
Spring Term 2015
Key factors that influence customers’ initial Self-Service
Technology (SST) trial decision
Name:
Martin Bartel
Submitted to:
Prof. Dr. Tomas Falk
Submission Date:
April 25th, 2015
Word count:
800
Services Marketing 2
Technologies have changed the way people around the globe live, work and communicate. The progress, pace and accessibility of technological developments shaped the way companies offer their services to customers and how these services are perceived by customers. Examples for successfully adopted self-service technologies (SST) are automated teller machines or online-banking apps. SST’s are technological interfaces that enable customers to produce a service independent of direct involvement of service employees
(Meuter, Bitner, Ostrom & Brown, 2000). The implementation however remains a challenge, because the success of a newly introduced SST depends on the customers’ willingness to try and use the new service. Deeper knowledge about the underlying factors that influence the customers’ initial trial decision of newly introduced SST options could provide managers with important insights.
Various studies regarding innovation adoption behaviors and individual differences were conducted with contradictory findings among those studies.
But before further analyzes will be conducted, a brief overview regarding the dimensions of the service industry will be provided.
Three dimensions of services define the service industry. (1) Specialized competences (2) through deeds, processes, and performances (3) for the benefit of another entity or the entity itself (Falk, 2015).
The first dimension consists the service potential (pre-purchase stage). The basic service characteristic is the customer perceived purchase risk (Falk,
2015). The second dimension is the service delivery (service encounter stage).
“… a period of time during which a
Universität für Wirtschaft und Recht
Case Assignment
M.Sc. Services Marketing
Spring Term 2015
Key factors that influence customers’ initial Self-Service
Technology (SST) trial decision
Name:
Martin Bartel
Submitted to:
Prof. Dr. Tomas Falk
Submission Date:
April 25th, 2015
Word count:
800
Services Marketing 2
Technologies have changed the way people around the globe live, work and communicate. The progress, pace and accessibility of technological developments shaped the way companies offer their services to customers and how these services are perceived by customers. Examples for successfully adopted self-service technologies (SST) are automated teller machines or online-banking apps. SST’s are technological interfaces that enable customers to produce a service independent of direct involvement of service employees
(Meuter, Bitner, Ostrom & Brown, 2000). The implementation however remains a challenge, because the success of a newly introduced SST depends on the customers’ willingness to try and use the new service. Deeper knowledge about the underlying factors that influence the customers’ initial trial decision of newly introduced SST options could provide managers with important insights.
Various studies regarding innovation adoption behaviors and individual differences were conducted with contradictory findings among those studies.
But before further analyzes will be conducted, a brief overview regarding the dimensions of the service industry will be provided.
Three dimensions of services define the service industry. (1) Specialized competences (2) through deeds, processes, and performances (3) for the benefit of another entity or the entity itself (Falk, 2015).
The first dimension consists the service potential (pre-purchase stage). The basic service characteristic is the customer perceived purchase risk (Falk,
2015). The second dimension is the service delivery (service encounter stage).
“… a period of time during which a
References: Bendapudi, Neeli and Robert P. Leone (2003), “Psychological Implications of Customer Participation in Coproduction,” Journal of Marketing, 67 (February), Falk, T. (2015) “MSC Services Marketing Management,” EBS Business School, unveröffentlicht. Larsson, Rikard and David E. Bowen (1989), “Organizations and Customer: Managing Design and Coordination of Services,” Academy of Management Meuter, M. & Matthew, L. & Bitner, M. (1997), “The New Service Encounter: Customer Usage and Satisfaction with Self-Service Technologies,” paper Meuter, M. & Ostrom, A. & Roundtree, R. & Bitner, M. (2000), “Self-Services Technologies: Understanding Customer Satisfaction with Technology-Based Meuter, M. & Bitner, M. & Ostrom, A. & Brown, S. (2005). “Choosing among alternative service delivery modes: An investigation of customer trial of selfservice technologies,” Journal of Marketing, 69 (April), 61-83. Shostack, G. Lynn (1985) “Planning the Service Encounter,” in The Service Encounter, New York: Lexington Books, 243.