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Attributes of service delivery modes and their impact on consumer satisfaction

By Amanda T. Beatson and Leonard V. Coote

Abstract

Consumersatisfaction is fundamental to organisational success. It is well recognised that personal service is important in achieving consumer satisfaction. However, the application of self-service technology (SST) is widcning and is attennuating traditional exchanges between\ud consumers and service employees. The effect of this reduction of personal service on consumer satisfaction judgements is not well understood. This study addresses this gap by investigating the relative effects of SST and personal service attributes on overall consumer\ud satisfaction. Thc study highlights important service attributes applicable to SST and personal service. The conceptual framework is tested using data collected from 241 leisure and business travellers drawn from premium hotels in a regional area. Structural equation modelling techniques support the conceptual framework. As expected, the attributes of personal service and SST contribute to consumer satisfaction. However, thc impact of personal service attributes 011 consumer satisfaction is much stronger than the effects of SST attributes. Though SST is an important determinant of consumer satisfaction, interactions with staff are critical. These results have applications for the theory and practice of services\ud marketing, and high light avenues for further investigation

Topics: 150503 Marketing Management (incl. Strategy and Customer Relations), Consumer satisfaction, personal service, self-service technology
Year: 2002
OAI identifier: oai:eprints.qut.edu.au:25872

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