User goals in technology-based self-service systems

摘要

The applications of web technology in service encounter and service delivery are becoming popular gradually. A noticeable trend today is the increasing use of technology-based self-service systems (TBSS systems) in many different industries and businesses. TBSSs are replacing many face-to-face service interactions with the intention to make service transactions more accurate, convenient and faster. This study examines the value sought by users of TBSS systems. In this study, a means-end chain (MEC) model was adopted as the basis framework, and ladder method was used to conduct in-depth interviews with students who had experience in using TBSS system. The chain concept of 'attribute-consequence-value' was used to understand users' value cognition structures. Results of the research reveal that TBSS users emphasise the attribute of no restrictions on service area most, as it saves them the time and energy looking for service locations, thereby benefiting from the consequences of time saving and convenient and hassle free leading to the ultimate value of fun and enjoyment of life. Secondly, the attribute of 24-hour availability also brings the benefits of time saving and convenient and solves instant needs, thereby arriving at the ultimate value of fun and enjoyment of life.