The Research Of The Effect Of The Characteristic Of Self-service Technology On Customer Perceived Value And Cultural Dimension

Computer and network has changed the modern service industry and the way of people’s life, people’s cultural values in advance. With the rapid changing in the structure of the service enterprises, the new service has become the strategic direction of the majority of service companies. With the growth of labor costs and the self-awareness of consumer, many service companies have the tendency to make the customer as quasi-employees in the terminal retail sectors through self-service (Ford et al.2001). Companies gradually transfer part of the work of front-line employees to the customer, which would be achieved through self-service technology. However, will the customer accept self-service technology? After accepted, is the customer using once or no longer using it again, what factors affect the customer’s twice usage? With the development of self-service technology, will the various cultural characteristics of people impact the frequency of using self-service technology? These are issues to be addressed in this study.On the basis of summary of previous research on self-service technology, I make three aspects of the research. The first of the three, it is the research of characteristics of a self-service technology on customer perceived value, and then the customer perceived value in turn make influence on self-service technologies, and finally the frequent use of self-service technology will has impact on the cultural dimensions of the customer.This study chooses three characteristics of the technology to respectively study the impact of the customer’s perceived value. Research on self-service is largely based on the technology acceptance model (TAM). Only two technical characteristics are in the technology acceptance model which are perceived ease of use and perceived usefulness. In this study, on the basis of previous studies, it adds the technical features of the security to the study, in order to research its impact on customer perceived value. Previous studies have studied the customer perceived value from different angles. Combining previous research, this study divided customer perceived value into functional and hedonic. This research is about how the three characteristics of techniques influence different valves respectively, not all the characteristics of techniques have an impact on the value of each.In this study, it particularly takes into account of the impact of using self-service technology on three cultural dimensions of consumers. All influence are mutual, the previous study is about how the self-service technology affect on consumer personal cultural identity. Through a reverse study, this research is not only a major innovation, but also opens up a new direction for the field of sociology or the field of services marketing.In the empirical part of this study, the self-service equipment as the background of the research, a combination of qualitative and quantitative survey of the cultural dimension of the sample, the use of self-service equipment and their the perceived value of the problem. Using SPSS16.0analysis and variance test of reliability and validity of the data, verify the correctness of the model assumptions.The main contributions of this study are the follows:It studies the effect of the technical security on customer perceived value. Self-service technology has changed people’s service experience, also contributed to business productivity and marketing strategy to adjust the simple concept of consumer-oriented businesses. But there are obvious shortcomings, companies must interact with consumers learning to educate consumers and make it work together to create value from which to meet the consumer’s personality and dynamic needs (Prahalad&Ramaswamy,2000). Now, consumers are reluctant to use self-service technology, a major reason is security. Developed a society of social media, almost every day, reported that consumer property damage caused by the use of self-service technology, which consumers use self-service psychological fear. This study in-depth analysis how the security of the technology affects the customer’s perceived value, and thus has an impact on customer self-service.It has studied the effect of the customer perceived value on the frequency of using self-service technology, which play a major role is the value of customer experience. There is a lot of research about the effect of self-service technology on customer perceived value, but little research the impact of customer perceived value on the use of self-service technologies. And an innovative point of this study is verifying the higher the value, the more people willing to use the self-service technologies.Another contribution of this study is to supplement the interaction of technology and culture. Kedia&Bhagat (1988) argue that the influence of different cultures on the technology acceptance is huge.The main conclusions of this study are as follows:(1)The usefulness and ease of using of the self-service technology is not just like the technology acceptance model (TAM), coming to influence attitudes and behavioral intentions, and then trigger behavior. They can also affect the perceived value and then anti-over the impact of the use of self-service technologies. Visible, the technical characteristics of the two have important influence on the re-using self-service technology.(2) Security will also affect the perceived value of self-service technology.(3) The experiencing value will have effect on the frequency of using self-service technologies. In other words, it is experiencing that the higher the value of customer self-service technology, the more likely to use the technology again.(4) In this study, it has verified that the three cultural dimensions have influence on people’s frequency of using self-service technology.