Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality

Abstract

Increasing labor costs and advances in technology are encouraging service firms to consider offering technology-based self-service options to consumers. Yet, little is known about how consumers would evaluate such options. Two alternative models of service quality are proposed based on an attribute versus overall affect approach. The attribute model is based specifically on what consumers would expect from such options. The overall affect model is based on the consumer's feelings toward the use of technology. A study is conducted to test these models for a new (proposed) technology-based self-service option, with and without the effect of different waiting times. Implications for firms in terms of service design and promotion are discussed, and directions for future research are indicated.