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Title: Incorporating human characteristics into self-service technologies.
Authors: Cho, Kai Siang.
Koh, Juan Zhen.
Cheong, Phebe Qi Hui.
Keywords: DRNTU::Business::Information technology::Special systems or programs
Issue Date: 2012
Abstract: This study explores how varying degrees of anthropomorphism affects service delivery in self-service technologies (SST), specifically on outcomes of perceived relational benefits, satisfaction and loyalty. In addition, extraversion was examined as moderating factor between these relationships. A laboratory experiment was conducted with 201 respondents using a hypothetical shopping mall concierge. 182 usable responses were yielded. The results showed that (1) increasing the degree of anthropomorphism leads to greater perceived relational benefits, satisfaction and outcome. However, the increase in perceived relational benefits, satisfaction and loyalty was greater when the degree of anthropomorphism increased from the low to moderate level. (2) Also, there was no perceived difference at the moderate and high degrees of anthropomorphism by the more and less extraverted individuals. Hence, looking at these results, it is sufficient for firms to anthropomorphise their SSTs to a moderate level to enhance the customer experience.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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