SELF-SERVICE TECHNOLOGY AND ONLINE FINANCIAL SERVICE CHOICE

摘要

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