Differentiation through Service Excellence: Empirical Findings on the Role of Self-Service Technology in Retail

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Author(s): Philipp Spreer (University of Goettingen, Germany)and Katrin Kallweit (University of Goettingen, Germany)
Copyright: 2015
Pages: 29
Source title: Successful Technological Integration for Competitive Advantage in Retail Settings
Source Author(s)/Editor(s): Eleonora Pantano (Middlesex University London, UK)
DOI: 10.4018/978-1-4666-8297-9.ch009

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

Service excellence is one of the key differentiators for retailers in the digital environment. To ensure a high level of service quality at the point of sale, retailers contemplate the implementation of Self-Service Information Technologies (SSITs). This chapter 1) examines the mediation effect of service quality within the technology acceptance model and 2) identifies relevant segments based on the level of acceptance and the perception of the service quality provided by an SSIT. Building on data from a laboratory experiment using a fully functional application for Tablet PCs, the partial least squares approach and a combined hierarchical and non-hierarchical cluster analysis were used. The findings reveal that the perceived service quality partially mediates the effect of the attitude towards using on the intention to reuse. Moreover, two distinct segments are identified: the “occasional handymen” and the “enthusiastic experts,” who differ significantly in terms of SSIT acceptance.

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Differentiation through Service Excellence: Empirical Findings on the Role of Self-Service Technology in Retail

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