Summary

Electronic commerce is an increasingly popular business model with a wide range of tools available to firms. One application that is becoming more common are self-service technologies (SSTs) such as telephone banking, automated hotel check out or a variety of online services, whereby customers produce and consume services for themselves without assistance from firm employees. Although these are increasingly utilized by firms, very little is known about how and why customers decide whether or not to use SSTs.

For years researchers have presumed that characteristics of the technology (i.e., how complex it is) and characteristics of the consumer (i.e., age, education level) would determine if a new technology would be used. In our research we explore a new set of variables that may help us to better understand customer trial of new technologies such as SSTs.

The new variables explored are role clarity, motivation and ability. As a group we call these factors “Consumer Readiness” and should be better suited to predict trial of SSTs. Role clarity refers to a customer knowing what to do, motivation relates to rewards for certain actions, and ability refers to what they can do. If a consumer possesses Consumer Readiness embodied in these three traits, we propose they are much more likely to try an SST than customers who do not possess Consumer Readiness.

The model developed for this study was tested across two different SSTs (a phone based ordering system and an online ordering system) with customers from a mail order pharmacy. All participants were customers who had recently been faced with the decision of using an SST or a human service provider to create the service experience. 828 customers participated in the first study (phone ordering) and 734 customers participated in the second study (internet ordering).

From our data and analysis we show that the Consumer Readiness factors are critical to understanding customer trial of SSTs. Although the characteristics of the technology and characteristics of consumers are important, we show they are valuable in a different way than typically visualized. The characteristics of the technology and consumers did not have an important, direct impact on trial. Rather, these factors influenced the Consumer Readiness variables, which then in turn led to trial. For example, previous research has indicated that greater levels of previous experience (one of the consumer characteristics) will lead to a greater chance of using an SST. We found that previous experience actually increases role clarity, motivation and ability, which then in turn lead to a greater chance of using an SST.

In addition, we found that the set of Consumer Readiness variables were better overall predictors of trial than either the set of characteristics of the technology or the set of characteristics of the consumers.

Significance of Research to the Discipline

These research findings are important because they integrate factors not previously explored in the innovation adoption field of research. The Consumer Readiness variables help to explain why relationships occur between characteristics of technology and trial as well as relationships between characteristics of the consumers and trial. Previous research in this area has been plagued by an inability to find a small set of predictors that can consistently predict trial of new technologies. It appears that the Consumer Readiness variables may provide that consistency that would help to guide and direct future research and exploration in the area.

Implications For Marketers

These findings should be useful to firms that are considering SST implementations as well as those managing existing SSTs. These Consumer Readiness variables are actionable factors which allow managers to influence through a variety of tactical strategies. With proper education, training and rewards, managers will be able to entice customers to use SSTs and can create a “win-win” situation for both customers and managers of firms.

Original Article:

Meuter, Matthew L., Mary Jo Bitner, Amy L. Ostrom and Stephen W. Brown (2005),
“Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies” Journal of Marketing, 69 (2), 61-83.