Research Of The Relationship Between Customer Participation And Perceived Service Quality In SSTs Context

As development of the technology and the popularity of the network, in order to better serve their customers and saving cost, more and more enterprises introduce self-service technology as a medium of self-service. In this form of service, customer self-service through the application of technology, and in this process, the customer is in a "full participation" station, which is in the absence of any service personnel for service in cooperation with the production and delivery. While In the traditional environment, Customers always get the perception of service quality from the process of the interaction with the company's staff. So, what kind of impact has the "full participation" of the customers on their perceived service quality in the context of self-service technology? Meanwhile, though many companies have introduced self-service technology to serve customer, few companies take into account the wishes of the customer's use and acceptance of this new technology and the customers' acceptance capabilities. Although many people believe that the new self-service technology does bring customers the convenience and benefits, many consumers do not recognize the benefits of this new technology and even have psychological conflict to this technology. So in this case, what kind of impact has the negative emotions on the perceived quality of service of the customers?The context of this paper is online-banking and we focused on two issues. First, we verify the influence of the customer's "full participation" on their perceived service quality. Second, we verify the influence of technology anxiety on the relationship between customer participation and perceived service quality. In this paper, we use empirical research methods, survey of online banking users to collect data, and use SPSS and LISRE to test data to verify the above two problems.The main conclusions are:(1) in the context of online-banking, Customer participation has a positive influence on perceived service quality. (2) Technology anxiety has a negative moderating effect on the relationship between customer participation and perceived service quality.