自助服务技术质量研究
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摘要
技术显著和深刻地改变了服务的本质。它使得在十几年前难以想象的潜在的新服务在今天成为了现实,无线数据业务的应用让顾客的生活变得多姿多彩；技术同样深刻地改变着服务传递的方式,自助服务技术的出现使得顾客不再需要同企业员工面对面互动就能获得自己所需的服务。
近年来,许多企业竞相引入自助服务技术,促使自助服务技术的发展迅猛异常,成为了企业向顾客传递服务的重要渠道之一。面对自助服务技术这样的一种发展态势,管理实践者一方面发现自助服务技术是企业未来商业成功的一个关键,必须要予以关注；但另一方面也发现实施和管理有效的自助服务技术往往比看起来的要难,不知如何做才能获得成功。因此,为了帮助那些提供自助服务技术的企业有效地达到既定的战略目标,避免盲目的实施和管理自助服务技术,我们有必要为其识别出能够成功实践自助服务技术的途径。
事实上,企业实施和管理自助服务技术是为了弥补人际服务接触存在的不足,最终目的是要提高企业的服务质量,因为服务质量是企业获得经济效益的核心。关于自助服务技术研究,一直以来学者们更多关注的是顾客对自助服务技术的尝试、采纳和满意。但是,自助服务技术作为重要的服务传递方式,有关其服务质量及其与企业绩效的关系研究都还鲜见。为此,本研究提出基于服务质量的视角来探查自助服务技术与企业绩效的关系,以期帮助企业成功的实施和管理自助服务技术,最终实现市场竞争优势。
首先,本文对自助服务技术质量进行了界定和测量。已有研究文献都是基于技术的视角来研究自助服务技术,目前还没有检索到从服务质量视角对其进行研究的文献。因此,本文基于服务质量视角首次提出“自助服务技术质量”这个概念,给出了该概念的形式逻辑定义,并通过实证研究方法挖掘提炼出自助服务技术质量的五个构成要素,开发出具有较高信度和效度的测量量表。研究结果表明,自助服务技术质量测量量表具有较好的内部一致性信度、收敛效度、区别效度和律则效度,并且效率性、保密性、信息性、移情性和创新性五个构成维度能够很好的收敛于自助服务技术质量这一更高层次的概念。
其次,本文对自助服务技术质量的影响因素进行了探查。本文基于服务质量的影响因素研究和信息技术投资的测量研究,并结合对企业员工的定性访谈,甄别了能够影响自助服务技术质量的三个前置因素,包括管理者认知、资金投入和服务创新。研究结果表明,管理者认知和服务创新两个变量显著地正向影响自助服务技术质量,而资金投入对自助服务技术质量的正向影响不显著。
最后,本文对自助服务技术质量与企业绩效之间关系的调节变量进行了探查。本文基于服务质量和企业绩效以及信息技术投资和企业绩效的直接关系研究中有关调节变量研究的现状,并结合企业员工的定性访谈,甄别了品牌影响力和行业竞争是自助服务技术质量与企业绩效之间关系强度的两个调节变量。研究结果表明,品牌影响力和行业竞争两个变量有显著的调节作用。
Technology is dramatically and profoundly changing the nature of services. It is resulting in tremendous potential for new service offerings not imaginable even a decade ago,The application of wireless data services bring customers'lives more colorful. Technology is also profoundly changing how services are delivered, the emergence of self-service technoloies enable customers to produce a service independent of direct face-to-face interaction with employees.
In recent years, companies race to introduce self-service technologies, the development of self-service technologies is swift and violent, and the self-service technologies have become one of important channels for firms delivery service to the customer. In the face of such a development trend in the self-service technologies, managers find that self-service technologies will be crucial for long-term business success,which must be concerned. And managers also find that implementing and managing effective self-service technologies is more difficult than it looks, how to succeed. Therefore, in order to help the firms which provide self-service technologies effectively achieve the set strategic objectives, and avoid blinding to implement and manage the self-service technologies, it is necessary for the firms to identify the successful ways to practiceself-service technologies.
In fact, firms implement and manage self-service technologies is to make up for the shortcomings of personal service encounter, and the ultimate goal is to improve the service quality, because the service quality is the core of the firm to obtain economic benefits. Note that the self-service technologies study, researchers are more concerned about customer trial, adoption, and satisfaction. But the self-service technologies as an important service delivery mode, the study about its service quality and its relationship with firm performance are still uncommon. Therefore, this dissertation explores the relationship between self-service technologies and firm performance based on service quality view. The purpose is to help firms successfully implement and manage self-service technologies, and ultimately to achieve competitive advantage.
First, this dissertation defines and measures the concept of the self-service technologies quality. The existing literature is basically on technology-based perspective to study self-service technologies, and not yet from perspective of service quality. We first propose the concept of the self-service technologies quality and give the formal logic definition, then dig out and purify five dimensions of self-service technologies quality through empirical research methods, at last developed a measurement scale with high reliability and validity. The results show that the measurement scale of self-service technologies quality has good internal consistency reliability, convergent validity, discriminant validity and legal validity. The efficiency, privacy, information, empathy and innovation five constitute dimensions are good convergence in the higher level concept of the self-service technologies quality.
Second, this dissertation explores the influencing factors of self-service technologies quality. The existing literature provides no information on the influencing factors of self-service technologies quality. Based on the influencing factors of service quality and measurement of information technology investment, and combine with qualitative interviews with firm employees, we propose three influencing factors of self-service technologies quality, including managerial cognition, capital investment and services innovation. The results show that the two variables of the managerial cognition and services innovation has a significant positive impact on the self-service technologies quality, but the capital investment impact on the self-service technologies quality is not significant.
Finally, this dissertation explores the moderator variable of the relationship between self-service technologies quality and firm performance. Based on the research of moderator variable of direct relation between service quality and firm performance, as well as information technology investment and firm performance, then combine with qualitative interviews with firm employees, we propose brand influence and industry competition are the two moderator variables of the strength of relationship between self-service technologies quality and firm performance. Empirical test results show that, brand influence and industry competition have a significant moderating role.
近年来,许多企业竞相引入自助服务技术,促使自助服务技术的发展迅猛异常,成为了企业向顾客传递服务的重要渠道之一。面对自助服务技术这样的一种发展态势,管理实践者一方面发现自助服务技术是企业未来商业成功的一个关键,必须要予以关注；但另一方面也发现实施和管理有效的自助服务技术往往比看起来的要难,不知如何做才能获得成功。因此,为了帮助那些提供自助服务技术的企业有效地达到既定的战略目标,避免盲目的实施和管理自助服务技术,我们有必要为其识别出能够成功实践自助服务技术的途径。
事实上,企业实施和管理自助服务技术是为了弥补人际服务接触存在的不足,最终目的是要提高企业的服务质量,因为服务质量是企业获得经济效益的核心。关于自助服务技术研究,一直以来学者们更多关注的是顾客对自助服务技术的尝试、采纳和满意。但是,自助服务技术作为重要的服务传递方式,有关其服务质量及其与企业绩效的关系研究都还鲜见。为此,本研究提出基于服务质量的视角来探查自助服务技术与企业绩效的关系,以期帮助企业成功的实施和管理自助服务技术,最终实现市场竞争优势。
首先,本文对自助服务技术质量进行了界定和测量。已有研究文献都是基于技术的视角来研究自助服务技术,目前还没有检索到从服务质量视角对其进行研究的文献。因此,本文基于服务质量视角首次提出“自助服务技术质量”这个概念,给出了该概念的形式逻辑定义,并通过实证研究方法挖掘提炼出自助服务技术质量的五个构成要素,开发出具有较高信度和效度的测量量表。研究结果表明,自助服务技术质量测量量表具有较好的内部一致性信度、收敛效度、区别效度和律则效度,并且效率性、保密性、信息性、移情性和创新性五个构成维度能够很好的收敛于自助服务技术质量这一更高层次的概念。
其次,本文对自助服务技术质量的影响因素进行了探查。本文基于服务质量的影响因素研究和信息技术投资的测量研究,并结合对企业员工的定性访谈,甄别了能够影响自助服务技术质量的三个前置因素,包括管理者认知、资金投入和服务创新。研究结果表明,管理者认知和服务创新两个变量显著地正向影响自助服务技术质量,而资金投入对自助服务技术质量的正向影响不显著。
最后,本文对自助服务技术质量与企业绩效之间关系的调节变量进行了探查。本文基于服务质量和企业绩效以及信息技术投资和企业绩效的直接关系研究中有关调节变量研究的现状,并结合企业员工的定性访谈,甄别了品牌影响力和行业竞争是自助服务技术质量与企业绩效之间关系强度的两个调节变量。研究结果表明,品牌影响力和行业竞争两个变量有显著的调节作用。
Technology is dramatically and profoundly changing the nature of services. It is resulting in tremendous potential for new service offerings not imaginable even a decade ago,The application of wireless data services bring customers'lives more colorful. Technology is also profoundly changing how services are delivered, the emergence of self-service technoloies enable customers to produce a service independent of direct face-to-face interaction with employees.
In recent years, companies race to introduce self-service technologies, the development of self-service technologies is swift and violent, and the self-service technologies have become one of important channels for firms delivery service to the customer. In the face of such a development trend in the self-service technologies, managers find that self-service technologies will be crucial for long-term business success,which must be concerned. And managers also find that implementing and managing effective self-service technologies is more difficult than it looks, how to succeed. Therefore, in order to help the firms which provide self-service technologies effectively achieve the set strategic objectives, and avoid blinding to implement and manage the self-service technologies, it is necessary for the firms to identify the successful ways to practiceself-service technologies.
In fact, firms implement and manage self-service technologies is to make up for the shortcomings of personal service encounter, and the ultimate goal is to improve the service quality, because the service quality is the core of the firm to obtain economic benefits. Note that the self-service technologies study, researchers are more concerned about customer trial, adoption, and satisfaction. But the self-service technologies as an important service delivery mode, the study about its service quality and its relationship with firm performance are still uncommon. Therefore, this dissertation explores the relationship between self-service technologies and firm performance based on service quality view. The purpose is to help firms successfully implement and manage self-service technologies, and ultimately to achieve competitive advantage.
First, this dissertation defines and measures the concept of the self-service technologies quality. The existing literature is basically on technology-based perspective to study self-service technologies, and not yet from perspective of service quality. We first propose the concept of the self-service technologies quality and give the formal logic definition, then dig out and purify five dimensions of self-service technologies quality through empirical research methods, at last developed a measurement scale with high reliability and validity. The results show that the measurement scale of self-service technologies quality has good internal consistency reliability, convergent validity, discriminant validity and legal validity. The efficiency, privacy, information, empathy and innovation five constitute dimensions are good convergence in the higher level concept of the self-service technologies quality.
Second, this dissertation explores the influencing factors of self-service technologies quality. The existing literature provides no information on the influencing factors of self-service technologies quality. Based on the influencing factors of service quality and measurement of information technology investment, and combine with qualitative interviews with firm employees, we propose three influencing factors of self-service technologies quality, including managerial cognition, capital investment and services innovation. The results show that the two variables of the managerial cognition and services innovation has a significant positive impact on the self-service technologies quality, but the capital investment impact on the self-service technologies quality is not significant.
Finally, this dissertation explores the moderator variable of the relationship between self-service technologies quality and firm performance. Based on the research of moderator variable of direct relation between service quality and firm performance, as well as information technology investment and firm performance, then combine with qualitative interviews with firm employees, we propose brand influence and industry competition are the two moderator variables of the strength of relationship between self-service technologies quality and firm performance. Empirical test results show that, brand influence and industry competition have a significant moderating role.
引文
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