Self‐service technology adoption: comparing three technologies

TLDR

Self‑service technologies such as ATMs, bank‑by‑phone, and online banking have been introduced into service encounters with varying success, with ATMs widely adopted, bank‑by‑phone less so, and online banking being newer. The study investigates factors influencing consumer attitudes toward and adoption of self‑service technologies in banking. A conceptual adoption model was developed and tested via a random telephone survey of banking customers across three states, with structural equation modeling used for analysis. Results show that different factors shape attitudes toward each technology, explaining the varying acceptance levels, and that multiple, technology‑specific factors must be considered during introduction. Limitations include the banking‑industry focus and cross‑sectional data, but findings can guide marketers to emphasize critical constructs when deploying SSTs.

Abstract

Purpose Advances in technologies have allowed service providers to incorporate many different technologies into the delivery of their services. These technologies have been implemented in the service encounter for the customer to use with varying degrees of success. This research aims to focus on the examination of factors that influence consumer attitudes toward, and adoption of, self‐service technologies (SSTs). Design/methodology/approach A conceptual model of the adoption process for SSTs is developed and tested across three different technologies used in the banking industry. One of these technologies (ATMs) has been available for many years and is widely adopted, another technology (bank by phone) has been available for many years but has not been widely adopted, and the third technology (online banking) is relatively new to the marketplace. Data were collected using a random telephone survey of banking customers in a three‐state area of the northeast USA and analyzed using structural equation modeling. Findings A comparison of the results of the model tests on the three technologies provides evidence that different factors influence attitudes toward each of these technologies and offers an explanation of the varying degrees of acceptance found among consumers. This research has demonstrated that multiple factors need to be considered when introducing technologies into the service encounter and that the salient factors may vary among technologies and their stages in the adoption process. Research limitations/implications The three different technologies used were all based in the banking industry, which limits the generalizability to other industries. Also cross‐sectional data are used rather than a longitudinal study, the feasibility of which is limited by time and cost contraints. Originality/value The practical application of these findings may guide marketers to emphasize issues related to certain critical constructs when utilizing SSTs in their service delivery.