Understanding older consumers' usage of self-service technologies: test of two models

Self-service technologies play a major role in enabling consumers to perform service delivery themselves. This requires consumers adopting this service delivery process to modify their behaviour, however some consumers may resist change. Evidence of this is particularly strong in older consumers (plus 50 years of age) where their usage of self-service banking technologies (SSBT's) is considerably lower than for younger consumers. This paper specifically explores the beliefs, attitudes, intentions and usage behaviour of SSBT's by older consumers through the comparison of the suitability, fit and explanatory power of two existing models, namely the Theory of Planned Behaviour (TPB) (Ajzen 1991) and Technology Acceptance Model (TAM) (Davis, Bagozzi & Warshaw 1989). Survey methodology approach using a mailed questionnaire to 600 randomly selected respondents resulted in the return of 208 (35%) usable questionnaires. The use of SSBT's varied across the sample with 19% (40) non-users; 19% (40) low users (< 50% use); and 62% (128) moderate to high users (> 60%). The models were tested using AMOS 4.01 (Arbuckle & Wothke 1999), maximum likelihood estimation method. The TAM had a less than acceptable fit resulting in a modified TAM. The Modified TAM when compared with the TPB model had an overall better fit to the data in that all fit statistics were within acceptable limits and similar explanatory power. However, with the addition of two specific belief constructs in the modified TAM, perceived ease of use and perceived usefulness, these constructs provide a richer understanding of the factors that influence attitude (A), behaviour intention (BI) and behaviour (B) of older consumers' usage of SSBT's. Further, the failure of the perceived behavioural control pathway to contribute to the explanation of SSBT behaviour in the TPB model effectively gives the advantage to the Modified TAM. It is primarily for these reasons that the Modified TAM is favoured over the TPB model in this study

The effect of mood states on the dyadic service encounter

Service encounters in people based services are primarily dyadic in nature. This paper examines the influence that affect, particularly moods states have on the service encounter. The relevance of mood states prior to, during and subsequent to the service encounter are discussed. Findings from two exploratory studies highlights the need to investigate the effect of mood states on the dyadic interaction of the service encounter. It is further proposed that the level of the interdependency between the customer and service provider could influence the intensity of mood states in the encounter. Future research will also investigate the effect of mood states on the service outcome and evaluation

Developing professional relationships between supervisors and doctorial candidates

Theoretical models in the leadership, mentorship and relationship marketing domains study the relationship between partners. These models are integrated in this paper to propose a new approach to the dynamics of professional relationships between doctoral candidates and their supervisors. This foundation for building a professional relationship model integrates relationship variables and the relationship development process. The research issues that are raised in this paper should now be subjected to extensive investigation to assist the partners in the relationship to manage the relationship more effectively

Mature Australian consumers' adoption and consumption of self-service banking technologies

The slow diffusion of self-service banking technologies (SSBTs) into the mature consumer market necessitates research to better understand this growing section of the population and the diversity that exists within this market. This research analyses the 50+ market through a segmentation approach based on the level of use of SSBTs. Three segments were identified: non-users, low users and medium-to-high users of SSBTs, and are profiled by frequency of use and demographic variables. Members of the medium-to-high user segment embrace a range of SSBTs and use credit card to facilitate their financial activities. Non-users and some low users prefer the customary way of conducting transactions and enjoy the personal interaction with the bank employee. These two segments do, however, have a moderate level of credit card use. Finally, a low level of replacement and disenchantment discontinuance was evident among the participants in this study

Student’s attitudes towards technology-enhanced learning resources for an introductory marketing course

Marketing educators are faced with the challenge of embracing new technologies for developing learning tools and adopting teaching strategies that facilitate active learning. This study evaluates 291 undergraduate marketing students’ attitudes toward technology-enhanced learning resources provided on CD-ROM and a course homepage. Compatibility and study performance were main predictors of students’ attitudes. Less than 20% of the students indicated that they have a negative attitude towards a shift from paper-based materials to a technology-enhanced learning environment. Based on the findings of this study, a transition phase that retains some print-based materials is strongly recommended

A discriminant analysis of the managers' perceptions of the value of marketing research and its effect on business performance

Although several studies have suggested that one of the fundamental reasons for the underutilization of marketing research among businesses is their negative perceptions of the potential benefits offered by marketing research, little or no research has examined whether managers perception of the value of marketing research will affect the level of business performance. This paper utilized discriminant analysis to determine whether a set of perceptions concerning the value of marketing research will differentiate organizations with a high level of business performance from organizations with a low level of business performance. The study also identified the perceptions that contributed the most to the discrimination

Australian business organizations' perceptions of the value of formal marketing research: a comparative study of firms with high versus low level of business performance

Despite the widely acknowledged importance of marketing research as an essential organizational activity, very little is known about how Australian managers perceive the value of marketing research. Although overseas studies have suggested that one of the fundamental reasons for the under utilization of marketing research among business managers is their negative perceptions of the potential benefits offered by marketing research, little or no research has examined whether there are significant differences in the ways organizations with a high level of business performance versus organizations with a low level of business performance perceive the value of marketing research. This paper reports the findings of a study that was designed to identify whether a positive perception towards the value of marketing research is related to a firm's level of business performance

Predicting undergraduate students' acceptance and use of learning resources on CD-ROM: test of an extended technology acceptance model

Universities are facing the challenge of embracing technology to facilitate the delivery of new educational initiatives that facilitate active learning. This study evaluates on-campus and external undergraduate students’ perceptions and use of learning resources provided only on CD-ROM. Self-efficacy was found to be a strong predictor of perceived usefulness, perceived ease of use and students’ attitude towards using the CD. Compatibility with the new learning environment was also found to influence perceived usefulness and attitude. Some 30% of respondents indicated they did not feel they had the ability or confidence to study in this new environment. Based on the findings of this study, a transition phase into full technology based learning resources is strongly recommended