DOI QR코드

DOI QR Code

A Study on Service Encounter Quality: Interpersonal Service vs. Self-Service Technology in the Fashion Retail Stores

  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
  • Received : 2017.11.16
  • Accepted : 2017.12.20
  • Published : 2017.12.30

Abstract

This study was to identify underlying dimensions of service encounter quality, to test difference in service encounter quality between interpersonal service(IPS) and self-service technology(SST) and to predict service effectiveness and behavioral intentions in the fashion retail context. A field experimental study was designed for collecting data. Repeat sampling frames were involved in two types of service encounters: interpersonal service and self-service technology within the store environment. Thirty participants served as subjects. Sample represents more females than males, and age was ranged from 20 to 33 years old (Mean=24.2). The result suggested that service encounter quality consisted of competence, dedication, and listening. There was a significant mean difference on listening factor of service encounter quality between IPS and SST. For the interpersonal service, dedication and listening had significant effects on service effectiveness. For the self-service technology, competence and listening had significant effects on service effectiveness. In the IPS condition, the service effectiveness significantly affected the revisit intention, whereas it was not significantly related to the revisit intention in the SST condition. This study discussed managerial implications for fashion retailers seeking to effectively manage service quality by specifying interpersonal service versus self-service technology in the retail environments.

Acknowledgement

Supported by : Chungbuk National University

References

  1. Allied Market Research (June 2, 2015,) Self-service technology market is expected to reach $31.75 billion, globally by 2020 Retrieved from https:// www.prnewswire.com/news-releases/self-service-techn ology-market-is-expected-to-reach-3175-billion-glo bally-by-2020---allied-market-research-505819131. html.
  2. Beatson, A., Lee, N., & Coote, L. V. (2007). Self-service technology and the service encounter, The Service Industries Journal, 27(1), 75-89. doi:10.1080/02642060601038700 https://doi.org/10.1080/02642060601038700
  3. Bettencourt, L. & Gwinner, K. (1996). Customization of the service experience: The role of the frontline employee, International Journal of in Service Industry Management, 7(2), 2-20. doi:10.1108/09564239610 113442
  4. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses, Journal of Marketing, 54(2), 69-82. doi:10.2307/1251871 https://doi.org/10.2307/1251871
  5. Bitner, M. J., Brown, S. W., & Meuter, M. L. (2000). Technology infusion in service encounters, Journal of the Academy of Marketing Science, 28(1), 138-149. doi:10.1177/0092070300281013 https://doi.org/10.1177/0092070300281013
  6. Bharadwaj, A. S. (2000). A resource-based perspective on information technology capability and firm performance: An empirical investigation, MIS Quarterly, 24(1), 169-196. doi: 10.2307/3250983 https://doi.org/10.2307/3250983
  7. Chandon, J-L., Leo, P-Y., & Philippe, J. (1997). Service encounter dimensions-a dyadic perspective: Measuring the dimensions of service encounters as perceived by customers and personnel, International Journal of Service Industry Management, 8(1), 65-86. doi:10.1108/09564239710161088 https://doi.org/10.1108/09564239710161088
  8. Dabholkar, P.A. and Bagozzi, R.P. (2002). An attitudinal model of technology-based self service: Moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-202. doi:10.1177/00920703023 03001 https://doi.org/10.1177/0092070302303001
  9. De Winter, J., Dodou, D., & Wieringa, P. A. (2009). Exploratory factor analysis with small sample sizes, Multivariate Behavioral Research, 44(2), 147-181. doi:10.1080/00273170902794206 https://doi.org/10.1080/00273170902794206
  10. Gabbott, M. & Hogg, G. (2001). The role of non-verbal communication in service encounters: A conceptual framework, Journal of Marketing Management, 17(1-2), 5-26. doi:10.1362/0267257 012571401 https://doi.org/10.1362/0267257012571401
  11. Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. (2014). Touch versus tech: When technology functions as a barrier or a benefit to service encounters, Journal of Marketing, 78(4), 113-124. doi:10.1509/jm.13.0056 https://doi.org/10.1509/jm.13.0056
  12. Guiry, M. (1992). Consumer and employee roles in service encounters, Advances in Consumer Research, 19(1), 666-672.
  13. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Prentice Hall, NJ: Upper Saddle River.
  14. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis(7th ed.). Pearson Education, Inc., NJ: Upper Saddle River.
  15. Hsieh, C. T.(2005). Implementing self-service technology to gain competitive advantages, Communications of the IIMA, 5(1), 77-83.
  16. Hwang, Y. Y., Kim, H-J., & Choi, S-A.(2014). The impact of service encounter quality to airline loyalty: The difference between LCC and HCC, Journal of Industrial Economics and Business, 27(5), 2117-2143.
  17. Jung, S. & Lee, S. (2011). Exploratory factor analysis for small samples, Behavior Research Methods, 43(3), 701-709. doi: 10.3758/s13428-011-0077-9 https://doi.org/10.3758/s13428-011-0077-9
  18. Kang, C-D., Choi, S-Y., & Ahn, S-S.(2012). A study on how service encounter, perceived product quality influence customer satisfaction, relationship quality and relationship behavior factors, International Journal of Tourism Management and Sciences, 26(6), 1-29.
  19. Keaveney, S. M.(1995). Customer switching behavior in service industries: An exploratory study, Journal of Marketing, 59(2), 71-82. doi: 10.2307/1252074 https://doi.org/10.2307/1252074
  20. Kim, E. Y. & Sung, H. W.(2016). A study of digital signage effects in shopping context for fashion brands, Korean Journal of Human Ecology, 25(3), 361-374. doi: 10.5934/kjhe.2016.25.3.361 https://doi.org/10.5934/kjhe.2016.25.3.361
  21. Lee, H-J., Suh, J-Y., & Yoon, K-H. (2013). A comparative study on the effect of experiences on service encounter, customer satisfaction and brand loyalty in the homemade and foreign coffee shop brands-centered on moderating role of brand trust, Journal of Foodservice Management Society of Korea, 16(3), 197-227.
  22. Lopez-Bonilla, J. M. & Lopez-Bonilla, L. M. (2013). Self-service technology versus traditional service: Examining cognitive factors in the purchase of the airline ticket, Journal of Travel & Tourism Marketing, 30(5), 497-508. doi: 10.1080/10548408. 2013.803396 https://doi.org/10.1080/10548408.2013.803396
  23. Ma, Z. & Dube, L. (2006). Interpersonal behaviors during service encounter and their impact on service outcome: An application of the interpersonal circumplex model, Advances in Consumer Research, 33(1), 409-410
  24. McAlexander, J. H., Kaldenburg, D. O. & Koenig, H. F. (1994). Service quality measurement, Journal of Health Care Marketing, 14(3), 34-40.
  25. MacCallum, R. C., Widaman, K. F., Zhang, S., & Hong, S. (1999). Sample size in factor analysis, Psychological Methods, 4(1), 84-99. doi: 10.1037/1082-989X.4.1.84 https://doi.org/10.1037/1082-989X.4.1.84
  26. McMillan, S. J. & Hwang, J-S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, Journal of Advertising, 31(3), 29-42. doi: 10.1080/00913367. 2002.10673674 https://doi.org/10.1080/00913367.2002.10673674
  27. Meuter, M. L., Ostrom, A.L., Bitner, M.J., Roundtree, R.(2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research 56(11), 899-906. doi:10.1016/S0148-2963(01)00276-4 doi: 10.1016/S0148-2963(01)00276-4 https://doi.org/10.1016/S0148-2963(01)00276-4
  28. Meuter, M. L., Ostrom, A.L., Roundtree, R.I., Bitner, M.J.(2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing 64(3), 50-64. doi:10.1509/jmkg.64.3.50.18024 https://doi.org/10.1509/jmkg.64.3.50.18024
  29. Park, J. D. & Kim, K. C. (2011). Structural for the technology-based service encounter in the service business: An exploratory study, Journal of Service Research, 8(2), 17-31.
  30. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), 12-40.
  31. Price, L. L., Arnould, E. J., & Deibler, S. L. (1995). Consumers' emotional responses to service encounters: The influence of the service provider, International Journal of Service Industry Management, 6(3), 34-63. doi: 10.1108/09564239510091330 https://doi.org/10.1108/09564239510091330
  32. Sahi, G. K., & Gupta, S. (2013). Predicting customers' behavioral intentions toward ATM service, Journal of Indian Business Research, 5(4), 251-270. doi: 10.1108/JIBR-10-2012-0085 https://doi.org/10.1108/JIBR-10-2012-0085
  33. Salomonson, N., Allwood, J., Lind, M. & Alm, H. (2013). Comparing human-to-human and humanto- AEA communication in service encounters, Journal of Business Communication, 50(1), 87-116. doi: 10.1177/0021943612465180 https://doi.org/10.1177/0021943612465180
  34. Seo, I-K. & Suh, C-H.(2014). The effect of service encounter quality on relationship quality-Focused on the airline industry and the travel industry, Tourism Research, 39(3), 115-140.
  35. Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: The service encounter, Journal of Marketing, 49(1), 99-111. doi: 10.2307/1251180 https://doi.org/10.2307/1251180
  36. Stone, R. W., Good, D. J., & Baker-Eveleth, L. (2007). The impact of information technology on individual and firm marketing performance, Behaviour & Information Technology, 26(6), 465-482. doi: 10.1080/01449290600571610 https://doi.org/10.1080/01449290600571610
  37. Stromer-Gally, J. (2004). Interactivity-as-product and interactivity-as-process, The Information Society, 20(5), 391-394. doi: 10.1080/01972240490508081 https://doi.org/10.1080/01972240490508081
  38. Sundaram, D. S., & Webster, C. (2000). The role of nonverbal communication in service encounters, Journal of Service Marketing, 14(5), 378-391. doi: 10.1108/08876040010341008 https://doi.org/10.1108/08876040010341008
  39. Surprenant, C. F. & Solomon, M. R.(1987). Predictability and personalization in the service encounter, Journal of Marketing, 51(2), 73-80. doi: 10.2307/1251131
  40. Theotokis, A. & Doukidis, G. I. (2011). Employee, technology or both? The effect of technology-based service design on consumer experience, Proceedings of American Marketing Association, Winter, 140-141.
  41. Tax, S. S. & Brown, S. W.(1998). Recovering and learning from service failure, MIT Sloan Management Review, 40(1), 75-88.
  42. Walker, R. H., Craig-Lees, M, Hecker, R., & Francis, H.(2002). Technology enabled service ‐ delivery: An investigation of reasons affecting customer adoption and rejection, International Journal of Service Industry Management, 13(1), 91-106. doi: 10.1108/09564230210421173 https://doi.org/10.1108/09564230210421173
  43. Wang, W-T., Cheng, S-Y., Huang, L-Y. (2013). Technology-based service encounters using self-service technologies in the healthcare industry, International Journal of Human-Computer Interaction, 29(3), 139-155. doi: 10.1080/10447318. 2012.695728 https://doi.org/10.1080/10447318.2012.695728