This study categorized technology-based self-service convenience into five dimensions-decision,
access, transaction, benefit, and post-benefit convenience-and customer experience costs factors into three dimensions-monetary costs, nonmonetary costs ...
This study categorized technology-based self-service convenience into five dimensions-decision,
access, transaction, benefit, and post-benefit convenience-and customer experience costs factors into three dimensions-monetary costs, nonmonetary costs(time cost, effort cost), and risk costs(personal information exposure risk cost, performance risk cost, and psychological risk cost).
This study examined effects of Multidimensional technology-based self-service convenience on nonmontary costs, risk costs perceived by customers who had ever used technology-based self-service and determined relationship between monetary costs, nonmonetary costs, risk costs and TBSS quality. It also examined effects of TBSS quality on customer productivity, customer value. Finally, this study examined the relationship between customer productivity and customer value.
The results of the empirical study can be summarized as follows: First, three factors of five dimensions of technology-based self-service convenience-decision, transaction and benefit convenience- had significant effects on time and effort cost. But access and post-benefit convenience had insignificant effects on costs for time and effort. Second, It was also found that accessability convenience had an influence on risk cost of personal information exposure while access, transaction, benefit, and post-benefit convenience did not, and the performance risk cost was affected by decision, transaction convenience. Also, four TBSS convenience factors such as decision, access, benefit, and post-benefit convenience had a meaningful influence on psychological risk cost. However, there was no relationship between psychological risk cost and transaction convenience. Third, testing the hypothesis that monetary costs, nonmonetary costs and risk costs would have significant effects on TBSS quality, revealed that only monetary costs, effort cost and personal information exposure risk cost among customer experiences costs factors had significant effects on TBSS quality. Fourth, testing relationship between TBSS quality and customer productivity revealed that TBSS quality had significant effects on customer productivity and customer value. Finally, customer value was affected by customer productivity