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Intention to adopt technology-based self-service: the case of airport self check-in service for Iran aviation industry
2008 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The growth of new innovative technologies in service delivery and increasing labor costs make service providers to think about new service delivery options which allow customers to serve themselves as an alternative way. These new services potentially offer consumers round-the-clock access to services, including during emergencies. These kinds of new services are known as Technology-Based Self-service delivery (TBSS). TBSS delivery is classified into two category of services which are on-site (at firms site) and off-site service (at customer home/place): the customer's interaction with the technology can be direct or indirect. This research will focus on the on-site TBSS with direct interaction between the customer and technology: this thesis attempts to investigate and analysis the factors that influence intention to adopt self check-in machines (kiosks) from the Iranian flight passengers point of view. In order to achieve our objective a famous attitudinal model has been chosen which has two parts, the core model and the moderating variables: the core model includes attitudes toward TBSS which has three determinants (performance, ease of use and fun) and then attitudes influence the intention to use TBSS. The moderating variables are divided into two groups, customer traits (self-efficacy, inherent novelty seeking, need for interaction, self-consciousness) and situational factors (waiting time and social anxiety). This research will study on the relationships between the core model constructs and the moderating variables effects on the relationships within the core attitudinal model for TBSS. The measures and hypotheses were analyzed using LISREL technique. The results showed that in the core model performance and ease of use factors influence the attitudes, but the fun factor was not significant: also attitudes significantly influence the intention to use TBSS. The results of moderators indicate that marketers should promote the performance or reliability of TBSS when the target passengers are likely to have either one or all of following characteristics: 1) high self-efficacy, 2) high inherent novelty seeking, 3) Low need for interaction, 4) high self-consciousness. Also marketers should promote ease of use of their TBSS if their target passengers are likely to have either one or all of following characteristics: 1) Low self-efficacy, 2) Low inherent novelty seeking, 3) High need for interaction, 4) Low self-consciousness: and also when it is expected to have high waiting time and crowded environment. Finally in order to have un-crowded environment and decrease the waiting time the reliability (performance) and ease of use aspects of TBSS should be highly considered in the service design.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-59362ISRN: LTU-PB-EX--08/053--SELocal ID: fe699488-9795-48bd-b9e7-8b3185609b78OAI: diva2:1032749
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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