Will Customers Appreciate Service Transformation via Digital Technologies?
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Date
2025-01-07
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1653
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This study aims to investigate consumers' views, intentions, and actual use of self-service technologies in supermarkets, lifestyle retail stores, and restaurants by integrating the TPB model and the Markov chain. The results show that intention and usage were significantly influenced by perceived behavioral control in supermarkets, but attitude had the biggest impact on intention in lifestyle retail stores, where intention influenced actual usage. In restaurants, attitude mostly drove intention, but perceived behavioral control directly influenced usage. Based on the results of the Markov chain, the initial service decision impacted the continuity of later self-service technology usage: those who chose self-service preferred to stick with it, but those who were manually serviced were less likely to switch. These insights help firms understand real consumer wants and improve digitalized process design to improve the overall service experience across contexts.
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Service Science, digital transformation, markov chain, self-service technology, tpb model
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10
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Proceedings of the 58th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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