自助服務(wù)技術(shù)-客戶服務(wù)滿意度-英文 Self Service

1、“Self Service Technologies:Understanding Customer Satisfaction with Technology-Based Service Encounters”Written by Matthew Meuter, Amy Ostrom, Robert Roundtree & Mary Jo BitnerArticle #24Presented by Marcela Diaz-Espinoza“Todays fast-paced world is becoming increasingly characterized by technology f

2、acilitated transactions.”Self-Service Technologies (SST) are technological interfaces that enable customers to produce a service independent of direct service employee involvement. FactsDid you know that almost half of the retail banking transactions are now conducted without the use of a teller?Did

3、 you know that even though we are pretty used to many of these SST there are many more that are being introduced as we sit in class?Electronic self-ordering is rapidly approaching usCan you think of any examples?ObjectiveTo explore customers experiences across a broad range of SSTs available in the

4、marketplace. Understand how customers feel about them (SSTs)By focusing on memorable incidents about a recent SST interaction (good or bad) Examining post encounter behaviors such as:*Complaining*Word of Mouth*Future intended behaviorsPrevious Research*Conducted by Bitner, Booms and Tetreault and us

5、ed CIT to examine the sources of dis/satisfactory evaluations in interpersonal encounters (1990)*Classified them into three categories:1) employee response to service delivery failure2) employee response to customer need and requests3) unprompted and unsolicited actions by employeesPrevious Research

6、*Grove and Fisk conducted their studies in theme parks. *They found that service experiences were affected by others customers adherence to implicit or explicit rules of conduct and by perceived sociability of other customersNote: the set factors that leads to satisfying factors also leads to dissat

7、isfying ones. Current Study/MethodSome of the questions driving this study:What are the sources of customer satisfaction and dissatisfaction in encounter involving SSTs?Are there sources of customer satisfaction and dissatisfaction with SST encounters similar to or different from the sources of cust

8、omer satisfaction and dissatisfaction with interpersonal encounters?How are the satisfaction and dissatisfaction encounters with SSTs related to attributions, complaining, word of mouth, and repurchase intentions? These were combined with a “Critical Incident Technique” (CIT) with quantitative measu

9、res of the mentioned above for the customers point of viewCurrent Study/Method*The importance of technology in the delivery of service leads us to:Marketspace transaction: a virtual realm where products and services exist as digital information and can be delivered through information based channels

10、*Surveys we conducted via internet1,000 people responded to survey177 were eliminated for various reasons53% were women while 47% were maleCurrent Study/MethodFigure 1Categories and Examples of SSTs in useInterfacePurposeTelephone/Interactive Voice ResponseOnlineInternetInteractive KiosksVideo CDCus

11、tomer Service*Phone banking*Flight Status*Order Status*Package tracking*Account Information*ATMs*Hotel checkoutsTransactions*Telephone Banking*Prescription refills*Retail Purchasing*Financial Institutions*Phone banking*Flight Status*Order StatusSelf-Help*Info telephone lines*Internet info search*Dis

12、tance Learning*Blood pressure machines*Tourist information*Tax preparation software*TV/CD based trainingCurrent Study/MethodSatisfying Incident CategoriesSolved intensified Need. (11%) IN is defined as situations in which external environmental factors add a sense of urgency to the transaction. Bett

13、er than alternative (68%)2a)Easy to use (16%)2b) Avoid Service Personnel (3%)2c) Saved Time (30%)2d) When I want (8%)2e) Where I want (5%)2f) Saved Money (6%)3) Did its job (21%)Current Study/MethodDissatisfying Incident CategoriesTechnology failure (43%)Process Failure (17%)Poor design (36%)6a)Technology Design Problem (17%)6b)Service Design Problem (19%)7)Customer Driven