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Research Article

By Author: Sherry Roberts
Total Articles: 150
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1- What was their main research question?
The primary purpose of this research question is to investigate whether waiting line information could explain customers’ choice to use self-service technologies (SST) over and above their beliefs about the SST.
2- What methodology did they apply?
The methodology used in the research was conducted through online scenario-based surveys following a 4 (number of consumers waiting for the self-service technology) × 4 (number of customers waiting for the service employee) design.
3- How does that method work?
The recruitment procedure of the participants entailed sending an email by a firm managing several high-end hotels to their list containing 65, 579 email addresses. This step aimed at maintaining participant privacy. The customers who received the email and were interested in participating in the study could then contact the researchers who would then respond with a link to one of the 27 versions of the study. There were no reminders send because of the constraints placed by the firm sending the recruitment email. 22.93 percent (15, 053) of the emails sent were opened within the two-week data collection period, on average 18.5 hours after being received. After removing the duplicate surveys, 2,239 remained. The response rate was 3.41 of the total emails send and 14.89 percent of emails opened.
The study participants were requested to read a case scenario informing them that they were about to check in for a hotel stay and had the option of using an STT or using a service employee. The case scenario described the service setting, a description of the SST, information concerning each alternative was currently employed and a description of the number of customers currently waiting for all alternatives. An example of a scenario is that both the service employee and the self-service check-in kiosk were available and no other customers were waiting in line. Another scenario was that both the service employee and the self-service check-in kiosk were busy and three customers were waiting for all alternatives. A total of 16 main-study scenario-based surveys were used. The participant would then select the alternative they would choose and there also questions about their attitudes toward SSTs, the SST experience, and demographic information. In addition to the 16 main study scenarios, nine additional scenario-based surveys were added showing equivalent single-line, multiple-server waiting lines and employed test assumptions about waiting-line structure. The participant’s choice was recorded as a binary variable. Measures for different beliefs including control, fun, usefulness, quality, risk, effort, technology anxiety and need for interaction were obtained from studies investigating customer beliefs concerning SSTs in different contexts.
4- What other methods could they have used?
Interviewing and face-to-face survey methods would have been used by approaching customers checking in or checking out of hotels. The customers would be selected randomly, and also the session would have been shortened to avoid inconveniencing the customers.
5- Why does this result matter to the industry?
The study results determined that customers in hotel check-ins preferred the use of SST compared to using a service employee. The factors significantly affecting this decision were SST characteristics (perceived usefulness and expected quality) and customer characteristics (need for interaction). These findings suggest that service providers in the hotel industry should ensure they offer SSTs to customers especially when waiting lines grow long. However, the study does not support the elimination of service employees because some of the customers would still use service employee whatever the situation. The best benefit would be attained by maintaining both SSTs and a service employee and also it would prevent creating a perception that customers were forced to use one alternative leading to a negative attitude.

Sherry Roberts is the author of this paper. A senior editor at Melda Research in research paper writing services. If you need a similar paper you can place your order for a custom research paper from best research paper writing service services.

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