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Self-service technology, consumer satisfaction and consumer commitment : a multigroup investigation

Beatson, Amanda T., Lings, Ian, Rudd, John, Lee, Nick, & Souchen, Anne (2005) Self-service technology, consumer satisfaction and consumer commitment : a multigroup investigation. In 5th Academy of Marketing Biennial Conference, 5-7 July 2005, Dublin Institute of Technology, Dublin.

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Abstract

Self-service technology (SS1J enables consumers to complete services themselves using a technological interface. Studies of consumer satisfaction and commitment have typically focused on the impact of interpersonal interactions on consumer satisfaction and commitment; however, the impact of SST on these is under researched. Data are collected from 241 hotel guests to explore the impact of SST on consumer satisf action and on three dimensions of consumer commitment. Multi-group analysis is conducted to examine the possible moderating impacts of consumer type, and frequency of interaction with personal-service and SST on the relationship between consumers' evaluations of services and their overall satisfaction with, and commitment to, the service organisation. Our results suggest personal-service is more important than SST fo r creating consumer satisfaction and commitment. Additionally. the degree of interaction between hotel guests and staff impacts the contribution that consumers' evaluations ofpersonal-service attributes make to their overall satisf action with the service. These findings provide insights into the roles of SST and personal-service in service encounters.

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ID Code: 21122
Item Type: Conference Paper
Keywords: Consumer Satisfaction, Self-Service Technology, Interpersonal Service, Consumer Commitment, Multi-Group Analysis
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 [please consult the authors]
Deposited On: 15 Jun 2009 08:32
Last Modified: 29 Feb 2012 23:13

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