SELF-SERVICE TECHNOLOGY AND ONLINE FINANCIALSERVICE CHOICE

摘要

The application of self-service technology in e-service creates a challenge for firms: Whatcombination of features should they offer to satisfy needs from different customer segments?This article addresses the above question by highlighting similarities and differences ofconsumer preferences among different service segments for online financial services. Theresults demonstrate that consumer preferences for features of online financial services differacross segments. Moreover, with the variation in self-reliance, interesting trends regardingthe relative importance of features are observed. This study also identifies severaldemographic features with significant effects on the choice of service alternatives. Theauthors believe that these results have both managerial and research implications for designand operations strategy formulation for online financial services.