Customers' Priority to Implement SSTs Using AHP Analysis
Description
Self-service technologies (SSTs) make an important
contribution to the daily life of people nowadays. However, the
introduction of SST does not lead to its usage. Thereby, this paper
was an attempt on discovery of the most preferred SST in the
customers’ point of view. To fulfill this aim, the Analytical Hierarchy
Process (AHP) was applied based on Saaty’s questionnaire which
was administered to the customers of e-banking services located in
Golestan providence, northern Iran. This study used qualitative
factors in association with the intention of consumers’ usage of SSTs
to rank three SSTs: ATM, mobile banking and internet banking. The
results showed that mobile banking get the highest weight in
consumers’ point of view. This research can be useful both for
managers and service providers and also for customers who intend to
use e-banking.
Files
9999915.pdf
Additional details
References
- M. L. Meuter, A. L. Ostrom, R. I. Roundtree, and M. J. Bitner, "Self- Service technologies: understanding customer satisfaction with technology-based service encounters," Journal of marketing, vol. 64, no. 3, pp. 50-64, 2000.
- M. Salehi, and M. Alipour, "E-Banking in emerging economy: empirical evidence of iran," International Journal of Economics and Finance, vol. 2, no. 1, pp. p201, 2014.
- P. K. Mills, and D. J. Moberg, "Perspectives on the technology of service operations," Academy of Management Review, vol. 7, no. 3, pp. 467-478, 1982.
- B. Schneider, J. J. Parkington, and V. M. Buxton, "Employee and customer perceptions of service in banks," Administrative Science Quarterly, vol. 25, no. 2, pp. 252-267, 1980.
- J. M. Curran, and M. L. Meuter, "Self-service technology adoption: comparing three technologies," Journal of Services Marketing, vol. 19, pp. 103-113, 2005.
- T. Pikkarainen, K. Pikkarainen, H. Karjaluoto, and S. Pahnila, "Consumer acceptance of online banking: an extension of the technology acceptance model," Internet research, vol. 14, no. 3, pp. 224- 235, 2004.
- R. H. Walker, M. Craig-Lees, R. Hecker, and H. Francis, "Technologyenabled service delivery: an investigation of reasons affecting customer adoption and rejection," International Journal of Service Industry Management, vol. 13, pp. 91-106, 2002.
- M. L. Meuter, A. L. Ostrom, M. J. Bitner, and R. Roundtree, "The influence of technology anxiety on consumer use and experiences with self-service technologies," Journal of Business Research, vol. 56, pp. 899-906, 2003.
- T. Natarajan, S. Balasubramanian, and S. Manickavasagam, "Customer's choice amongst self service technology (SST): channels in retail banking: a study using analytical hierarchy process (AHP)," Journal of Internet Banking and Commerce, vol. 15, no. 2, pp. 2010. [10] D. F. Cox, and S. U. Rich, "Perceived risk and consumer decisionmaking: the case of telephone shopping," Journal of marketing research, vol. 1, no. 4, pp. 32-39, 1964. [11] N. Lim, "Consumers' perceived risk: sources versus consequences," Electronic Commerce Research and Applications, vol. 2, pp. 216-228, 2003. [12] T. L. Saaty, "The analytic hierarchy process: planning, priority setting, resources allocation," New York: McGraw, 1980. [13] Y. Lee, and K. A. Kozar, "Investigating the effect of website quality on e-business success: an analytic hierarchy process (AHP) approach," Decision support systems, vol. 42, pp. 1383-1401, 2006. [14] S. Zokaee, S. B. Ebrahimi, and M. Ghazizadeh, "Electronic payment systems evaluation: a case study in iran," Information Management & Business Review, vol. 4, no. 3, pp. 2012. [15] Y. Chou, C. Lee, and J. Chung, "Understanding m-commerce payment systems through the analytic hierarchy process," Journal of Business Research, vol. 57, pp. 1423-1430, 2004.