顾客感知价值、顾客能力对顾客继续使用自助服务技术的影响

目前自助服务在我国已经得到广泛应用,自助服务能够显著提高服务效率和降低成本。然而,自助服务技术对顾客能力也有一定要求。顾客在初次使用自助服务后,是否愿意继续使用,不仅影响顾客的体验和满意度,也会对企业的服务效率造成影响。本文以自动售票机为例,构建了顾客感知价值、顾客能力对顾客继续使用自助服务技术的影响整体概念模型,结果表明:顾客感知价值对顾客继续使用自助服务技术具有直接和间接的正向影响,顾客能力中的沟通能力与学习能力维度对顾客继续使用自助服务技术的正向作用显著,知识能力与顾客继续使用自助服务技术之间无显著关系。最后,提出了针对性的营销策略。

SSTs have been widely used in China, which can improve service efficiency and reduce cost markedly. However, SST has certain requirements for customer capabilities. Whether or not customers are willing to continue to use SST after the first use of SST influences not only customers＂ experience and satisfaction, but also service efficiency of enterprise. This paper takes the automatic ticket vending machine as an example, constructs the integrated concept model of impacts of the customer perceived value and the customer competence on customer＇s continued use of the self-service technology. The results show that customer perceived value has direct and indirect positive influences on continued use of SST; and learning ability and communication ability in the customer＇s ability have a significant positive effect on the customer＇s continued use of SST. There is no significant relationship between the dimension of knowledge ability and the customer＇s continued use of SST. And on this basis, the writer puts forward the corresponding marketing suggestions for enterprise as a reference.