BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TÉ TP. HÒ CHÍ MINH BÁO CÁO TỐNG KẾT ĐÈ TÀI NGHIÊN cứu KHOA HỌC THAM GIA XÉT GIÃI THƯỞNG "NHÀ NGHIÊN cứu TRẺ UEH” NÀM 2024 FACTORS AFFECTING SELF-SERVICE TECHNOLOGY INTENTION OF INTERNET BANKING SERVICE Thuộc nhỏm chuyên ngành :. KINH DOANH QUỐC TẾ - MARKETING. Hồ Chí Minh, tháng 2/2024 ABSTRACT Today, self-service technology is emerging as a new trend in practically every industry.
Despite the accolades for this new technology, others argue that it is overly complex and does not prioritize customer privacy or autonomy. Many talks regarding how customers would experience and utilize self-service technology in the future of digital banking have been motivated by the concept of reaching hedonic value and utilitarian value. Using expert contributors' insights, this study investigates the factors that affecting Self service technology intention of Internet Banking service.The study was conducted online from students and workers in Ho Chi Minh City. The study aims to validate the research model's reliability and validity.
After acquiring the information, SmartPLS software was used to process it. In terms of applicability, we offer a new framework to provides a new model for customers who have used self-service services to discover factors that affect customers' behavioral intentions toward self-service technologies (SST) in Vietnam's Internet banking services in the future and suggest new avenues of exploration that will assist policymakers, specialists, and academic researchers. The final item on our future research agenda is a checklist for academics that shows why today's customers choose self-service technologies over staff-based solutions and help the managers assess consumer acceptance of self service technologies and establish the optimal technology and human deployment strategy. KEYWORDS: self-service technology, behavioral intention, customer attitude, TAM, customer attitude, Internet banking service, desire for interaction.
TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATION •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••a CHAPTER I: INTRODUCTION 2 1. Scope of the study. The contribution of this research. 6 CHAPTER II: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT.19 CHAPTER III: RESEARCH METHODOLOGY.
Measurement of concepts.26 CHAPTER IV: FINDINGS. Assessment of measurement model. Assessment of structural mode. Discussion and contributions.
Limitations and recommendations. 41 APPENDIX 1: SURVEY QUESTIONNAIRE.43 APPENDIX 2: OUTER LOADINGS. 47 APPENDIX 3: FORNELL-LARCKER STANDARD OF CORRELATIONS. 48 APPENDIX 4: COLLINEARITY STATISTICS: VARIANCE INFLATION FACTOR (VIF) RESULT.49 APPENDIX 5: PATH COEFFICIENTS RESULTS.
50 REFERENCES 52 1 LIST OF TABLES Table 1. Sample demographic characteristics report. Assessment of measurement model. Fornell-Larcker Standard of correlations.
Collinearity Statistics: variance inflation factor (VIF) result. Path coefficients results. 38 LIST OF FIGURES Figure 1: Research Model. Structural model and results of PLS-SEM.
38 LIST OF ABBREVIATION Abbreviation Definition PEU Perceived ease of use PU Perceived of Usefulness SST Self-service Technology TAM Technology acceptance model 2 CHAPTER I: INTRODUCTION 1. Overview The rise of new technologies is transforming the retail sector, with companies leveraging technology both internally and externally to enhance operations, increase efficiency, and bring functional advantages to customers. "There is hardly an industry that is not undergoing an upheaval in how it deals with customers" (Hof, 1999, pp. This discontinuity is notably visible in how service organizations, including merchants, interact with their consumers (Lovelock, 1995; Parasuraman.
Many service providers and merchants have begun to leverage a variety of technologies, including the Internet, to enable consumers to generate and consume services electronically, without requiring direct contact with company staff. These technology interfaces have been termed self-service technologies (SSTs) (Meuter et al. As technology improvements have a significant influence on business and marketing strategy, self-service technologies (SSTs) emerge as an alternative or replacement for human-based service interactions (Rust & Espinoza, 2006). SSTs are described as "technologies provided by an organization to enable customers to engage in self-service behaviors" (Hilton & Hughes, 2013 ; Hilton et al.
According to Meuter et al. (2000), SSTs are "technological interfaces that enable customers to produce the service independently of direct service employee intervention. SSTs include automated teller machines (ATMs), automated hotel checkout, telephone banking, and Internet services, such as Federal Express package tracking and online brokerage services. SSTs adoption benefits include reduced labor costs over time (Chang & Yang, 2008); Erdly and Chatterjee, 2003; Walker Ct al., 2002); the creation of competitive niches and differentiation (Mcutcr and Bitner, 1998); and improved consumer service and operational efficiency (Carline, 2007; Curran et al., 2003; Dabholkar, 1996; Meuter et al.
Operators and management are still cautious about using SSTs since they will drain large resources if customers do not embrace them (Curran and Meuter, 2005; Meuter et al. There has been an abundance of academic studies attempting to determine what elements impact 3 consumers' evaluations of an SST (Dabholkar and Bagozzi, 2002; Meuter et al. According to this research, SSTs can have a divisive effect on customers, with some appreciating the technology's speed and flexibility and others noting that SSTs slow down the transaction process and cause anxiety and embarrassment. Exploring the unique dynamics and contrasts amongst SSTs is one area that might help us understand customers' mixed reactions to them.
Previous study has demonstrated that consumers' attitudes toward using self-service technology vary greatly depending on the type of SSTs (Curran and Meuter, 2005). Similarly, service organizations are concerned that losing customer employee interactions will impede service recovery efforts, break social bonds between consumers and the organization, reduce up-selling opportunities, and cause service staff resentment of the technology (Beatson et al., 2006; Bitner, 2001; Curran et al., 2003; Meuter and Bitner, 1998). Self-service technologies have revolutionized the service experience by allowing customers to complete transactions via a technological interface (Meuter & Bitner, 1998; Verhoef et al. According to Ding et al.
(2007), organizations now handle interpersonal care within their premises, allowing consumers to work independently. As a result, developing new consumers are referred to as 'working customers', who perform their own chores and. in many cases, arc willing to help other customers as well, rather than being confined to self-service alternatives (Reider & Voss, 2010). Technology innovation has extended beyond internal corporate procedures to firm customer interfaces via self-service technologies (Meuter et al.
Now, technology based services are becoming an important aspect of marketing (Verhoef et al., 2009), and an increasing number of consumers are using technologies to build their own service outcomes rather than relying on the firm's staff (Mcutcr Ct al. SSTs, as a natural result of technical maturity (Castro et al., 2010), provide their clients with a highly tailored environment with rich information and increased interaction (Parise et al. 4 Despite increased availability, little is known about the variables impacting customer utilization of SSTs choices. Customers do transactions with SSTs without the assistance of service professionals, hence, the information and advice provided in the SSTs are critical.
When adding technology to the service encounter, it is vital to ensure that clients have a pleasant experience (Curran et al. Customers may select between an interpersonal and technological experience with most SSTs alternatives, such as depositing money using an ATM vs. a teller in a bank or purchasing online vs. visiting a real store.
Because a choice is available, customers will only employ an SST option if they see a benefit and are comfortable with the technology (M. Meuter et al. However, in developing markets such as Vietnam, little thought has been given to whether and how customers' experiences influence their attitude and adoption intentions toward the Self-services technology in Internet banking services. To begin with, this study seeks to fill a research gap by investigating the critical role that customer experiences play in Vietnamese consumers' attitudes toward the Self-services technology and customer satisfaction.
This study includes an in-depth discussion of the nature of Self-services technology, as well as a closer look at how these experiences affect customer satisfaction and attitudes toward Self-services technology in Internet banking services. Research objectives The purpose of this study is to look into customer satisfaction and attitudes toward Self-services technology in Internet banking. The study is based on people in Ho Chi Minh City (aged 18 to 30) who prefer to experience the Self-services technology. Following the completion of this research, we hope to identify the factors that have a significant impact on consumers' experiences, as well as how these experiences affect customer satisfaction and attitudes toward Self-services technology.
As a result, the study's findings will provide some recommendations for banks looking to strengthen their self service platforms and increase customer satisfaction. This research also contributes to 5 understanding how consumer experiences affect people's attitudes toward the Self-services technology. Research questions From the above research objective, our research question is: 1. What factors affect the experience of people in Ho Chi Minh City when using Self-services technology? 2.
How much influence does Self-service technology have on customer satisfaction and attitude towards Self-services technology in Internet banking services? 3. What are the recommendations to improve the Self-services technology software and platforms and encourage the increase of using Self-services technology in Internet banking services. Scope of the study The research mainly focuses on the factors that affect the customer experiences and how these experiences impact customer satisfaction and attitudes towards Self-services technology. People who live in Ho Chi Minh City are our research respondents.
300 samples were collected through I Io Chi Minh universities in February 2024. Research method Data was collected using an online survey during 2 weeks at universities in Ho Chi Minh City. To maximize questionnaire coverage, e-mail communication was deemed the most effective method for ensuring respondents' diversity and quality. An online survey offers various advantages over paper-based postal surveys, including the ability to collect faster replies and the lack of regional restrictions.
In this thesis, quantitative methods were applied. The measuring scales for all analyzed variables were adapted from prior studies and translated into Vietnamese during the initial stage. 6 The second stage was a quantitative research that comprised the primary survey as well as data analysis. After collecting data, SmartPLS was utilized to evaluate measurement scales and test hypotheses.
The contribution of this research The study aims to identify the factors that influence customer experience when using Self-service or Internet banking services and to assess the degree to which these factors have an impact. The research will assist Ho Chi Minh City banks, particularly those in administrative positions, in identifying customer experience factors. Managers can research implications for developing an online financial services design and operations strategy. While there have been several studies looking al customers' intentions to use self service technology and the factors that influence consumer adoption, there has been little study on its impact on the service experience and consumer commitment.
Technology is being used in various businesses to make processes faster, more effective, and require less work. The usage of technology has particularly impacted service businesses, as indicated by the number of service providers using technology and the expanding variety of varied technological applications. Furthermore, the number of young people, notably college students, grows on a regular basis. It has considerable power, is steadily transforming the market, and will soon become the dominant consumer force in the Vietnamese economy.
As a result, they will be attractive targets for companies that deploy self-service technologies to boost the consumer experience. Based on the survey and research results, we want to provide some new ideas and directions for Vietnamese Internet banking to promote their experiences in order to raise customer happiness and improve customer attitudes about self-service technology. 7 CHAPTER II: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 2. Utilitarian value of SSTs The utilitarian value of SSTs is the instrumental benefit they provide to the user (Van Der Heijden, 2004).
According to Davis el al. (1992), usefulness reflects the extrinsic, utilitarian value that customers strive to get when utilizing IT. Utilitarian consumer behavior has been characterized as ergic, task-oriented, and logical. The perceived utilitarian value may vary depending on whether the specific consumption requirement that motivated the shopping excursion was met.
Frequently, this entails purchasing a product in a deliberate and efficient method.