Mandatory use of technology-based self-service: does expertise help or hurt?

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Purpose – This study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the use-related outcomes of technology-based self-service (TBSS). Design/methodology/approach – This empirical study pertains to the mandatory use of a national public transport chip card in The Netherlands based on a sample of 267 users of this TBSS. Findings – The findings show that technology experts experienced a less positive disconfirmation of expectations and reported less positive evaluations of the new self-service than technology novices. Technology experts also showed lower intentions to engage in positive word-of-mouth than technology novices. The evaluation of the self-service by technology novices is more positive for those that are service experts as compared to service novices, while the evaluation by technology experts is more negative for those that are service experts as compared to service novices. Research limitations/implications – This study provides insight into how different types and levels of customer expertise affect individuals’ assessments of a TBSS upon its mandatory use. Practical implications – For marketing managers and public policy-makers, understanding the multifaceted role of customer expertise enables more effective market segmentation and targeting, thus improving implementation of TBSS. Originality/value – This research suggests that customers’ technology and service expertise have some counter-intuitive effects on TBSS use-related outcomes.
Original languageEnglish
Pages (from-to)190-211
JournalEuropean Journal of Marketing
Volume49
Issue number1/2
Early online date1 Jun 2010
DOIs
Publication statusPublished - 2015

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Expertise
Technology-based self-service
Evaluation
Self-service technology
Disconfirmation
Customer expectations
Politicians
Design methodology
Public policy
Marketing
Managers
Empirical study
The Netherlands
Word-of-mouth
Market segmentation
Targeting
Public transport

Bibliographical note

Vol. 49 Iss: 1/2, pp.190 - 211

Cite this

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title = "Mandatory use of technology-based self-service: does expertise help or hurt?",
abstract = "Purpose – This study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the use-related outcomes of technology-based self-service (TBSS). Design/methodology/approach – This empirical study pertains to the mandatory use of a national public transport chip card in The Netherlands based on a sample of 267 users of this TBSS. Findings – The findings show that technology experts experienced a less positive disconfirmation of expectations and reported less positive evaluations of the new self-service than technology novices. Technology experts also showed lower intentions to engage in positive word-of-mouth than technology novices. The evaluation of the self-service by technology novices is more positive for those that are service experts as compared to service novices, while the evaluation by technology experts is more negative for those that are service experts as compared to service novices. Research limitations/implications – This study provides insight into how different types and levels of customer expertise affect individuals’ assessments of a TBSS upon its mandatory use. Practical implications – For marketing managers and public policy-makers, understanding the multifaceted role of customer expertise enables more effective market segmentation and targeting, thus improving implementation of TBSS. Originality/value – This research suggests that customers’ technology and service expertise have some counter-intuitive effects on TBSS use-related outcomes.",
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Mandatory use of technology-based self-service: does expertise help or hurt? / Reinders, M.J.; Frambach, R.T.; Kleijnen, M.H.P.

In: European Journal of Marketing, Vol. 49, No. 1/2, 2015, p. 190-211.

Research output: Contribution to JournalArticleAcademicpeer-review

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