Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

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

14.04.2003


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:
http://www.ksu.edu/

More articles from Communications Media:

nachricht New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: Can the immune system be boosted against Staphylococcus aureus by delivery of messenger RNA?

Staphylococcus aureus is a feared pathogen (MRSA, multi-resistant S. aureus) due to frequent resistances against many antibiotics, especially in hospital infections. Researchers at the Paul-Ehrlich-Institut have identified immunological processes that prevent a successful immune response directed against the pathogenic agent. The delivery of bacterial proteins with RNA adjuvant or messenger RNA (mRNA) into immune cells allows the re-direction of the immune response towards an active defense against S. aureus. This could be of significant importance for the development of an effective vaccine. PLOS Pathogens has published these research results online on 25 May 2017.

Staphylococcus aureus (S. aureus) is a bacterium that colonizes by far more than half of the skin and the mucosa of adults, usually without causing infections....

Im Focus: A quantum walk of photons

Physicists from the University of Würzburg are capable of generating identical looking single light particles at the push of a button. Two new studies now demonstrate the potential this method holds.

The quantum computer has fuelled the imagination of scientists for decades: It is based on fundamentally different phenomena than a conventional computer....

Im Focus: Turmoil in sluggish electrons’ existence

An international team of physicists has monitored the scattering behaviour of electrons in a non-conducting material in real-time. Their insights could be beneficial for radiotherapy.

We can refer to electrons in non-conducting materials as ‘sluggish’. Typically, they remain fixed in a location, deep inside an atomic composite. It is hence...

Im Focus: Wafer-thin Magnetic Materials Developed for Future Quantum Technologies

Two-dimensional magnetic structures are regarded as a promising material for new types of data storage, since the magnetic properties of individual molecular building blocks can be investigated and modified. For the first time, researchers have now produced a wafer-thin ferrimagnet, in which molecules with different magnetic centers arrange themselves on a gold surface to form a checkerboard pattern. Scientists at the Swiss Nanoscience Institute at the University of Basel and the Paul Scherrer Institute published their findings in the journal Nature Communications.

Ferrimagnets are composed of two centers which are magnetized at different strengths and point in opposing directions. Two-dimensional, quasi-flat ferrimagnets...

Im Focus: World's thinnest hologram paves path to new 3-D world

Nano-hologram paves way for integration of 3-D holography into everyday electronics

An Australian-Chinese research team has created the world's thinnest hologram, paving the way towards the integration of 3D holography into everyday...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Marine Conservation: IASS Contributes to UN Ocean Conference in New York on 5-9 June

24.05.2017 | Event News

AWK Aachen Machine Tool Colloquium 2017: Internet of Production for Agile Enterprises

23.05.2017 | Event News

Dortmund MST Conference presents Individualized Healthcare Solutions with micro and nanotechnology

22.05.2017 | Event News

 
Latest News

How herpesviruses win the footrace against the immune system

26.05.2017 | Life Sciences

Water forms 'spine of hydration' around DNA, group finds

26.05.2017 | Life Sciences

First Juno science results supported by University of Leicester's Jupiter 'forecast'

26.05.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>