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22 Pages • Essays / Projects • Year: Pre-2020
1. INTRODUCTION Self-service technologies (SST) have changed the way that consumers interact with businesses and the services that they offer. It is therefore important to understand the relationship between the consumer and SST as their use increases. 1.1. Purpose of Research The purpose of this research was to determine how customer value is created in SST in the service area of automated airline ticketing services. 1.2. Research questions and objectives The research question of this study was ‘What consumer attributes affect the likelihood of consumers’ continued use of SST in automated airline ticketing services?’ Therefore the research objective was ‘To investigate the overall impact of the consumer attributes of technology anxiety and self confidence on customer value in SST.’ 1.3. Hypotheses Based on the research purpose, questions and objectives the following hypotheses were formulated: H1: Technology anxiety has a significant and negative relationship with Emotional Value Fun. H2: Technology anxiety has a significant and negative relationship with Functional Value Ease of Use. H3: Self-confidence has a significant and positive relationship with Emotional Value Fun. H4: Self-confidence has a significant and positive relationship with Functional Value Ease of Use. H5: Emotional Value Fun has a significant and positive relationship with Satisfaction. H6: Functional Value Ease of Use has a significant and positive relationship with Satisfaction. H7: Satisfaction has a significant and positive relationship with likelihood to use SST again in the future.
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