Technology Playfulness and Anxiety as Motivators and Hindrances of SST Adoption: Commercial Banking Sector in Sri Lanka
Advances in Research,
Page 14-27
DOI:
10.9734/air/2021/v22i630316
Abstract
The swift growth of technological improvements has supported the continuing transformation of the service sector, in its conversion from conventional physical service encounters handled by service professionals into customer-controlled self-service technologies (SSTs). Even though prior research attempts have been made in assessing the acceptance of technology in general, the insufficient focus is placed on self-service technologies. Further, understanding the target customer is crucial with the fierce competition existing in the market sided with the development of technology. Therefore, the purpose of this study is to investigate which elements comprise the customers’ technology playfulness and anxiety and how it influence the use of self-service technologies in the Sri Lankan commercial banking sector. The study undertook a qualitative approach with 50 semi-structured interviews from Western province banking customers who use SSTs utilizing a non-probabilistic purposeful sampling strategy. The data were analyzed using the technique of thematic analysis. The findings revealed “Enjoyment”, “Fun”, “Innovativeness”, “Entertaining”, “Creativity”, “Pleasure” and “Appealing features” as the seven themes of technology playfulness motivating the use of SSTs and “Transaction doubts”, “Elderly difficulties”, “Verification doubts” and “Security doubts” as the four themes of hindering factors towards the use of SSTs in the banking sector. The findings would contribute to the literature gap on the customer movement towards self-service technologies. Insights from the study would support the practitioners in understanding how to improve with the proper use of technology and delivery of self-service technologies in the commercial banking sector of Sri Lanka.
Keywords:
- Self-service technologies
- technology anxiety
- technology
- playfulness
- banking.
How to Cite
Galdolage, B. S., & Rasanjalee, R. M. K. S. (2021). Technology Playfulness and Anxiety as Motivators and Hindrances of SST Adoption: Commercial Banking Sector in Sri Lanka. Advances in Research, 22(6), 14-27. https://doi.org/10.9734/air/2021/v22i630316
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Available:https://doi.org/10.1108/02652320410530322
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Available:https://doi.org/10.1108/02652329910305689
Walczuch R, Lemmink J, Streukens S. The effect of service employees’ technology readiness on technology acceptance. Information and Management. 2007;44(2):206–215. Available:https://doi.org/10.1016/j.im.2006.12.005
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Available:https://doi.org/10.1287/mnsc.35.8.982
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Available:https://doi.org/10.2307/30036540
Rogers EM. Diffusion of innovations: Modifications of a model for telecommuni-cations. In M. W. Stoetzer & A. Mahler (Eds.), Die Diffusion von Innovationen in der Telekommunikation (Vol. 17). Springer, Berlin, Heidelberg; 1995.
Available:https://doi.org/10.1007/978-3-642-79868-9_2
Fishbein M, Ajzen I. Belief, attitude, intention and behavior. Addison-Wesley; 1975.
Akturan U, Tezcan N. Mobile banking adoption of the youth market: Perceptions and intentions. Marketing Intelligence and Planning. 2012;30(4):444–459.
Available:https://doi.org/10.1108/02634501211231928
Giovanis AN, Binioris S, Polychronopoulos G. An extension of TAM model with IDT and security/privacy risk in the adoption of internet banking services in Greece. EuroMed Journal of Business. 2012;7(1): 24–53.
Available:https://doi.org/10.1108/14502191211225365
Pikkarainen T, Pikkarainen K, Karjaluoto H, Pahnila S. Consumer acceptance of online banking: An extension of the technology acceptance model. Internet Research. 2004;14(3):224–235.
Available:https://doi.org/10.1108/10662240410542652
Galdolage BS. Value co-creation intention, practices and experience in self-service technologies. University of Hull; 2018.
Kanal N. Growth of mobile banking in India “Below Expectations”:RBI. PTI; 2014.
Available:https://www.firstpost.com/tech/news-analysis/growth-of-mobile-banking-in-india-below-expectations-rbi-3644293.html
Meuter ML, Ostrom AL, Roundtree RI, Bitner MJ. Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing. 2000;64(3):50–64.
Available:https://doi.org/10.1509/jmkg.64.3.50.18024
Dabholkar Pratibha A, Bagozzi RP. An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science. 2002; 30(3):184–201.
Available:https://doi.org/10.1177/0092070302303001
Dabholkar PA. Technology-based service delivery: A classification scheme for developing marketing strategies. Advances in Services Marketing and Management. 1994;3:241–271.
Galdolage BS. Do it yourself: Customer self-directed learning in self-service technologies. Sri Lanka Journal of Management Studies. 2020;2(Ii):51–66.
Available:http://repository.ou.ac.lk/handle/94ousl/1955
Hagen S, Sandnes FE. Toward accessible self-service kiosks through intelligent user interfaces. Personal and Ubiquitous Computing. 2010;14(8):715–721.
Available:https://doi.org/10.1007/s00779-010-0286-8
Elliott K, Hall M. Assessing consumers’ propensity to embrace self-service technologies: Are there gender differences? Marketing Management Journal. 2005;15(2):98–107.
Available:http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Assessing+Consumers’+Propensity+to+Embrace+Self-Service+Technologies:+Are+there+Gender+Differences?#0
Kim J, Christodoulidou N, Brewer P. Impact of individual differences and consumers’ readiness on likelihood of using self-service technologies at hospitality settings. Journal of Hospitality and Tourism Research. 2012;36(1):85–114. Available:https://doi.org/10.1177/1096348011407311
Kim EY, Yang K. Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity. Journal of Global Fashion Marketing. 2018;9(4):287–304.
Available:https://doi.org/10.1080/20932685.2018.1503558
Cho H, Fiorito SS. Self-service technology in retailing. The Case of Retail Kiosks. Symphonya. Emerging Issues in Management. 2010;1:43–55.
Available:https://doi.org/10.4468/2010.1.05cho.fiorito
Parise S, Guinan PJ, Kafka R. Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons. 2016;59(4):411–420.
Available:https://doi.org/10.1016/j.bushor.2016.03.004
Galdolage BS. Barriers for entering the digital world: Exploring Customer value co-destruction in self-service technologies. FIIB Business Review; 2021a.
Available:https://doi.org/10.1177/23197145211022016
Galdolage BS. Customers’ role in co-creating value at self-service technologies: From role theory perspective. Sri Lanka Journal of Marketing. 2021b;7(1):70.
Available:https://doi.org/10.4038/sljmuok.v7i1.57
Wei W, Torres EN, Hua N. The power of self-service technologies in creating transcendent service experiences: The paradox of extrinsic attributes. International Journal of Contemporary Hospitality Management. 2017;29(6):1599–1618.
Available:https://doi.org/10.1108/IJCHM-01-2016-0029
Berry LL, Carbone LP, Haeckel SH. Managing the total customer experience. MIT Sloan Management Review. 2002; 43(3):85–89.
Åkesson M, Edvardsson B, Tronvoll B. Regular issue paper: Customer experience from a self-service system perspective. Journal of Service Management. 2014;25(5):677–698.
Available:https://doi.org/10.1108/JOSM-01-2013-0016
Liljander V, Gillberg F, Gummerus J, van Riel A. Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services. 2006;13(3):177–191.
Available:https://doi.org/10.1016/j.jretconser.2005.08.004
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