The Study Of Technology Anxiety’s Impact On Perceived Service Quality In SSTs Context

In recent years, with the arrival of the service development’s golden age, the customer has received more and more attention. First, the proverb of "customer is God" has got a new interpretation. There have been more and more companies realize that only by fully understanding and meeting customers’ needs, enhancing customer value and customer satisfaction, thereby making it possible to get customers. Customer participation is important to make full use of corporate resources and customers’ ability to approach customers. Second, such as online banking services technology in some emerging service models, self-service technologies (SSTs) has been widely use. Nowadays, more and more enterprises begin to use self-service technology to improve service quality and efficiency of services to promote the new technology industry which has undergone tremendous changes.At present, domestic and foreign scholars on self-service technology is in its fledgling stage. In addition, customers SSTs participation under the traditional service of customer participation there are significant differences, significantly higher degree of customer participation. In view of this, this paper SSTs unique background, choose self-service technology is currently the most representative online banking as the research object, examine the technical quality of service perceived anxiety effects, anxiety techniques for the study of the customer once useful exploration.Firstly, after studying previous theories, the system which is combing SSTs technology anxiety, customer participation and service quality perception of the current academic summarized the findings and noted the limitations of the current study. Then, combining the characteristics of online banking concepts and dimensions of the three variables to define and build theoretical model based on previous research findings and propose hypotheses. Through field research to collect data using SPSS17.0statistical software verification techniques anxiety perceived impact on the relationship between quality of service, the final results of the analysis in this paper the basic conceptual model and validate the theoretical assumptions. In the concluding section of this paper, the author gives the suggestion of how to improve the customer’s perception of the level of service quality perceptions proposals and views, and to improve customer satisfaction basing on empirical results presented from the perspective of the customer technical anxiety.In the statistical analysis of the data, the self-service technology anxiety and perceived service quality have a significant positive correlation, and customer participation plays an intermediary role in the relationship between the two portions. The innovation of this paper is to exploring the concept of lower SSTs background anxiety, impacting studies and technical Anxiety Scale for measuring the quality of service perceived. By online banking, for example, verifying the theoretical analysis model explores the relationship between the factors, not only enrich the academic theory of anxiety for the technology, but also for commercial banks to enhance online banking service to provide a new way of thinking and direction.