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

Signaling intrinsic service quality and value via accreditation and certification

Purpose - This paper sets out to consider the role that can be played by independent professional accreditation systems and processes in influencing and grounding the intrinsic quality of what is offered by a service provider who has secured this certification. Design/methodology/approach - The approach takes the form of personal interviews conducted with senior management personnel within a range of accommodation providers who were responsible for preparing their accreditation submission. Findings - More than 80 percent of respondents agreed that the process of applying for accreditation forced a critical review of all aspects of their operations, and heightened their awareness of things that could prove problematic and ways by which these problems could be effectively countered. Respondents also agreed that the process served to motivate the development and detailed documentation of policies, systems and procedures, which enabled greater consistency in the standard of what is provided. Practical implications - The findings suggest that rigorous accreditation processes help service providers to review and confirm the appropriateness of what may already be in place, to ground the quality of what might need to be put in place, and to improve the standard of what is currently in place. Originality/value - The paper augments what is posited by the service-profit chain framework, shows how a focus on intrinsic quality can help to close the service design and standards gap, and also shows how extrinsic and independent professional accreditation processes can ground and enable the intrinsic quality and standard of what is offered

Understanding older consumers’ usage of self-service banking technologies: test of two models\ud

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

Strategic Marketing Management for The Pacific Region

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