Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


K-State marketing professor studies human relationships with self-service technology


Although ATMs are convenient, they have taken away from personal interaction during bank transactions. But according to research by a Kansas State University professor, consumers still feel as though they have relational benefits with self-service technology, much as they do when doing business with a human.

The research by Kevin Gwinner, an associate professor of marketing at K-State, shows that the attributes of self-service technology, such as the Internet, kiosks and ATMS, are indirectly linked to a customer’s satisfaction and loyalty. Gwinner completed the research with Rebecca Yen, a professor at Yuan Ze University, Taiwan.

"People think that the Internet and other technology is quick and less complicated," Gwinner said. "We wanted to know what types of relationships were being built when there wasn’t a human to talk with."

Gwinner and Yen’s model showed that although the end result of using self-service technology was customer satisfaction and loyalty, it was indirectly influenced by the benefits that a customer receives, such as added control in the transaction, better performance, convenience of purchasing and efficiency in shopping. Instead, those attributes were found to directly influence the relationship-related benefits the customer receives, including confidence and special treatment.

"Our research verified that relationship benefits still existed even when humans weren’t present on the firm’s side of the transaction," he said. "People believe they will get the same service time and time again when they use technology."

The results of Gwinner and Yen’s empirical study established a model for marketing and business professionals to use to help them better understand their customers’ use of self-service technology.

Gwinner said the findings suggest further research and can be used for academic and business purposes. He also said it would be helpful in business managerial applications to make them aware of how they can design the technological interface with the customer for maximum benefit.

"Additionally, the research can be used in thinking about how to segment markets into groups of consumers with different relationship preferences," he said.

Gwinner and Yen’s research was written during summer 2002 from a survey Yen conducted with 459 master’s of accountancy students in northern Taiwan.

Gwinner and Yen communicated through e-mail to collaborate research and co-author a paper, which was completed in December 2002 and recently accepted for publication. The study will appear in a special issue of the International Journal of Service Industry Marketing on e-commerce topics.

Kevin Gwinner | EurekAlert!
Further information:

More articles from Communications Media:

nachricht Product placement: Only brands placed very prominently benefit from 3D technology
07.07.2016 | Alpen-Adria-Universität Klagenfurt

nachricht NASA Goddard network maintains communications from space to ground
02.03.2016 | NASA/Goddard Space Flight Center

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

Im Focus: Diamonds aren't forever: Sandia, Harvard team create first quantum computer bridge

By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.

"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...

Im Focus: New Products - Highlights of COMPAMED 2016

COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.

In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...

Im Focus: Ultra-thin ferroelectric material for next-generation electronics

'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.

Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Resolving the mystery of preeclampsia

21.10.2016 | Health and Medicine

Stanford researchers create new special-purpose computer that may someday save us billions

21.10.2016 | Information Technology

From ancient fossils to future cars

21.10.2016 | Materials Sciences

More VideoLinks >>>