ISTANBUL TECHNICAL UNIVERSITY GRADUATE SCHOOL OF ARTS AND SOCIAL SCIENCES
M.B.A. THESIS
THE EFFECTS OF SELF-SERVICE TECHNOLOGY-RELATED CHARACTERISTICS ON BRAND EXPERIENCE AND CUSTOMER
SATISFACTION AT AIRPORTS
Sena KILIÇ
Department of Management Management Master Programme
Department of Management Management Master Programme
ISTANBUL TECHNICAL UNIVERSITY GRADUATE SCHOOL OF ARTS AND SOCIAL SCIENCES
THE EFFECTS OF SELF-SERVICE TECHNOLOGY-RELATED CHARACTERISTICS ON BRAND EXPERIENCE AND CUSTOMER
SATISFACTION AT AIRPORTS
M.B.A. THESIS Sena KILIÇ (403171026)
Thesis Advisor: Assoc. Prof. Elif KARAOSMANOĞLU
İşletme Anabilim Dalı İşletme Yüksek Lisans Programı
İSTANBUL TEKNİK ÜNİVERSİTESİ SOSYAL BİLİMLER ENSTİTÜSÜ
HAVALİMANLARINDA BULUNAN SELF SERVİS TEKNOLOJİLERİ İLE İLGİLİ ÖZELLİKLERİN MARKA DENEYİMİNE VE MÜŞTERİ
MEMNUNİYETİNE ETKİLERİ
YÜKSEK LİSANS TEZİ Sena KILIÇ (403171026)
Tez Danışmanı: Doç.Dr.Elif KARAOSMANOĞLU
Thesis Advisor : Assoc. Prof. Elif KARAOSMANOGLU ... Istanbul Technical University
Jury Members : Assoc. Prof. Elif KARAOSMANOGLU ... Istanbul Technical University
Prof. Dr. A. Banu ELMADAG BAS ... Istanbul Technical University
Assist. Prof. Nesenur ALTINIGNE ... Istanbul Bilgi University
Sena Kılıç, a M.Sc. student of ITU Graduate School of Arts and Social Sciences student ID 403171026, successfully defended the thesis/dissertation entitled “THE EFFECTS OF SELF-SERVICE TECHNOLOGY-RELATED CHARACTERISTICS ON BRAND EXPERIENCE AND CUSTOMER SATISFACTION AT AIRPORTS”, which she prepared after fulfilling the requirements specified in the associated legislations, before the jury whose signatures are below.
Date of Submission : 06.05.2019 Date of Defense : 11.06.2019
FOREWORD
First of all, I would like to sincerely thank to my supervisor that I owe my deepest gratitude Assoc. Prof. Elif KARAOSMANOĞLU for her exceptional support and guidance. I feel very lucky to learn from her.
I’m also thankful for Özge PEKSATICI, Cem ERSÖZ and Mine Ceren ŞEN for their support and encouragement in my many many moment of crises.
Finally, I dedicate this work to my parents (Songül and Ali KILIÇ) who have always believed and supported me throughout my life, my sister (Sude KILIÇ) and my aunt (Gülten OĞUZTÜRK) for their love, endless support and encouragement.
June 2019 Sena KILIÇ
TABLE OF CONTENTS Page FOREWORD ... ix TABLE OF CONTENTS ... xi ABBREVIATIONS ... xiii LIST OF TABLES ... xv
LIST OF FIGURES ... xvii
SUMMARY ... xix
ÖZET ... xxi
INTRODUCTION ... 1
Background of the Study ... 1
Aim of the Study ... 3
Contribution of the Study ... 4
Thesis Structure ... 4
LITERATURE REVIEW ... 5
Self-Sevice Technologies (SST’s) ... 5
Antecendents of attitude toward SST ... 6
SST’s at the airport ... 9 2.1.2.1 Self-service check-in ... 10 2.1.2.2 Self-tagging of baggage ... 10 2.1.2.3 Self-documentation check ... 11 2.1.2.4 Self-rebooking ... 11 .5 Self-boarding ... 11 Self-baggage collection ... 11
Advantages and disadvantages of SST ... 12
Brand Experience ... 14
Brand experience with SST’s ... 16
Passenger flow at the airport ... 17
Customer Satisfaction with Self-Service Technologies ... 18
CONCEPTUAL FRAMEWORK ... 21
RESEARCH DESIGN ... 25
Aim and Scope of the Study... 25
Data Collection and Sampling ... 25
Survey Design and Measurement... 26
RESEARCH FINDINGS ... 31
Sample Characteristics ... 31
Hypotheses Testing an Results ... 33
CONCLUSION ... 39
Summary of the Study ... 39
Discussion on Results ... 39
6.3 Managerial Implications... 40
6.4 Limitations and Future Studies ... 41
APPENDIX A ... 60 CURRICULUM VITAE ... 67
ABBREVIATIONS
IATA : The International Air Transport Association ICT : Information and Communication Technology
SITA : Société Internationale de Télécommunications Aéronautiques SST : Self- Service Technology
LIST OF TABLES
Page
Measurement Items of Seven Dimensions. ... 27
Measurement Items of Brand Experience. ... 28
Measurement Items of Customer Satisfaction ... 28
Table 5.1 : Demographic Profile of the Respondents ... 32
Table 5.2 : Explanatory Factor Analysis and Cronbach’s Alpha Results for Seven Variables. ... 34
Table 5.3 : Explanatory Factor Analysis and Cronbach’s Alpha Results for Brand Experience and Customer Satisfaction ... 35
Table 5.4 : Regression Analysis of Hypotheses. ... 36
LIST OF FIGURES
Page
First Version of TAM by Davis (1985) ... 6
First Modified Version of TAM by Davis et al. (1989) ... 7
Figure 2.3 : Last Version of TAM by Venkatesh & Davis (1996) . ... 7
Figure 2.4 : Passenger Flow at the Airport by IATA (2018). ... 18
THE EFFECTS OF SELF-SERVICE TECHNOLOGY-RELATED CHARACTERISTICS ON BRAND EXPERIENCE AND CUSTOMER
SATISFACTION AT AIRPORTS
SUMMARY
The increase and diversity in customers’ needs and desires have led a new focus shift for companies. This focus shift has started in the direction from the products and services to value creation and technologies that are developing and changing continuously have major roles in this shift. Nowadays, self-service technologies which are one of the newest mode of technologies have become part of processes in different industries. They have changed the way of communication between companies and customers by enhancing role of technology in their interactions. Formerly, variety of studies have been conducted to investigate customers’ attitudes towards use of self-service technologies, benefits of these technologies, factors affecting SST self-service quality and also effects of these technologies on customers’ satisfaction. However, there is not enough research that has been conducted combining how customers’ criterions for evaluating self-service technologies influence on their brand experiences and their satisfaction especially at airports.
The aim of this study was to evaluate the effects of self-service technology-characteristics on brand experience and to understand relations between brand experience and customer satisfaction at airports. With respect to scope of literature review, conceptual model and eight hypotheses were proposed in order to reach goal of the study. The survey which consists of different scales and items such as American Customer Satisfaction Index (ACSI) are used for data collection. The data gathered from the 210 of passengers at Sabiha Gökçen Airport was analyzed using Explanatory Factor Analysis and Regression Analysis. After hypotheses were tested, it was found that brand experience is affected by enjoyment, assurance and customization, in spite of that functionality, design, security and convenience have no impact on brand experience. In addition to this, there is positive correlation between brand experience
and customer satisfaction. At the end of the study, managerial implications, limitations and future research are also mentioned.
HAVALİMANLARINDA BULUNAN SELF SERVİS
TEKNOLOJİLERİ İLE İLGİLİ ÖZELLİKLERİN MARKA DENEYİMİNE VE MÜŞTERİ MEMNUNİYETİNE ETKİLERİ
ÖZET
Bilgi ve iletişim teknolojilerinin hızlı ve sürekli gelişimi, hizmet sağlayıcıların hizmetlerini sunmasında ve müşterileriyle yeni yollarla etkileşim kurmasında çeşitli yararlar sağlamıştır. Bu teknolojiler arasında en yenilerden biri olan self servis teknolojileri, farklı sektörlerde müşterilerin süreçlerinin parçası haline getirilmiştir. Self-servis teknolojileri yolcuların herhangi bir çalışan yardımı olmaksızın sistemle birebir ihtiyaçlarını karşılayabildiği teknolojilerdir. Hizmet süreçlerinde bu teknolojilerin kullanımı, müşterilerin deneyimlerini geliştirmek için en önemli itici güçlerden biri haline gelmiştir. Bugün, bu teknolojilerle bankalarda, süpermarketlerde ve müşterilerin günlük yaşamlarındaki diğer birçok alanda karşılaşmak mümkündür. Self servis teknolojileri, hizmet sektörlerinden biri olan havacılık sektörü tarafından da içselleştirilmeye ve uygulanmaya başlanmışlardır. Ulaşım ağlarındaki gelişmeler sayesinde seyahat sıklıklarının artması ve daha kapsamlı hale gelmesiyle, turistik ve ya iş amaçlı birçok seyahat için rakiplerine kıyasla daha hızlı olan hava taşımacılığı en çok tercih edilen ulaşım şekli haline gelmiştir. Sadece yolcu sayıları değil aynı zamanda yolcu beklentilerinin de gün geçtikçe artması bu sektörde faaliyet gösteren şirketler için farklı zorluklar yaratmaktadırlar. Bunlara ek olarak, yeni eğilimler, güvenlik önlemlerindeki gelişmeler ve politik değişimler sektörü gün geçtikçe daha da zorlu bir hale getirmektedir. Bu nedenle, bu zorluklarla mücadele edebilmek teknolojiler sayesinde daha kolay olacağından self servis teknolojileri hava taşımacılığı şirketleri için göz ardı edilemeyecek bir fırsat haline gelmiştir.
Havalimanları yolcuların havayolları ve diğer şirketlerle iletişim içinde olduğu, farklı insanları, süreçleri, şirketleri, teknolojileri ve otoriteleri bir araya getiren karmaşık sistemlerdir. Bu nedenle, teknoloji araçlarının havalimanlarındaki yolcu süreçlerinde uygulanması, süreçleri ve faaliyetleri daha etkin bir şekilde düzenlemek için çok önemlidir. Yolcu deneyimi, yolcunun uçuş ile ilgili terminale girişiyle başlayıp, check-in, bagaj teslimi, pasaport kontrolü ve bunun gibi işlemlerin gerçekleştirilip uçağa bindikleri tüm süreyi kapsamaktadır. Hatta uçak varış noktasına ulaştıktan, yolcu diğer havaalanını terk edinceye kadar geçen tüm süreçler yolcu deneyiminin içindedir. Klasik havalimanı deneyiminde, yolcular bu adımların çoğunda servis personeliyle iletişim halinde olup birçok noktada onlara bağlı olarak işlemlerini gerçekleştirebilmektedirler. Self servis teknolojileri sayesinde şirketler, yolcularına normalde hizmet personeli yardımı ile gerçekleştirilen çok sayıda görevi kendi başlarına yerine getirme imkânı vermektedirler. Bu, yolculara onların istedikleri zaman bu hizmetlerden yararlanabilecekleri rahatlık ve esnekliği sağlamaktadırlar. Kendi süreçlerinin kontrolüne sahip olmak, dilediği işlemi dilediği zamanda gerçekleştirebilmek, herhangi bir işlem için uzun kuyruklar beklememek
havalimanları ve havayolu şirketleri için önemli bir konu olan yolcu deneyimlerine ve müşteri memnuniyetine büyük katkılar sağlamaktadırlar.
Marka memnuniyeti ya da tatmini her şirket için oldukça önemli bir kavramdır. Marka tatmini, müşterinin beklentisinin tüm sunulan hizmetle örtüştüğünde sağlanmaktadır ve müşteri ve marka arasındaki duygusal bağları oluşturmaktadır. Bu tatminin sağlanması markaya olan bağlılığı etkileyeceğinden firmalar için oldukça önemlidir. Özellikle çok fazla rakip firmanın bulunduğu, yatırımların yüksek geri dönüşlerin daha düşük olduğu havacılık sektöründe, firmalar için bu marka memnuniyeti ciddiye alınması gereken bir unsurdur.
Marka memnuniyeti, servisten yararlanan müşterinin özgeçmişine, tutumuna ve karakterine bağlı olarak değişebildiği gibi satış yapan kişi, atmosfer, konum, sunulan seçenekler gibi servis sağlayıcının sunduğu olanaklara göre bağlı olarak da değişmektedir. Bu nedenle, firmaların sundukları self servis teknolojilerinin çeşitleri, işlevleri ve müşteriyi etkileyebilecek diğer özelliklerin müşterilerin ihtiyaçlarına ve beklentilerine uygun olması gerekmektedir.
IATA tarafından ‘Hızlı Seyahat Programı’ olarak tanımlanan self-servis teknolojileri self-servis check-in seçenekleri, self-servis bagaj teslim üniteleri, self-doküman kontrolü üniteleri, yeniden rezervasyon yapma teknolojileri, self-boarding imkânları ve self-bagaj alma üniteleri olarak altı farklı gruba ayrılmaktadır.Tüm bu teknolojiler, şirketlere sağladıkları farklı yararlarının yanı sıra, temelde yolcuların süreçlerdeki bekleme süreklerini azaltıp stressiz bir deneyim yaşayarak memnun olmalarını sağlamak için düzenlenmiştir.
Sunulan bu teknolojik hizmetler ve bu hizmetlerin yolcu deneyimleri üzerindeki etkisi sadece endüstriden değil ayrıca akademik dünyadan da büyük bir ilgi görmektedir. Müşterilerin self servis teknolojilerinin kullanımına yönelik tutumlarından, bu teknolojilerin faydalarına, hizmet kalitesini etkisinden ve bu teknolojilerin müşterilerin memnuniyetine olan etkilerine kadar birçok konuda çeşitli çalışmalar yapılmıştır. Ancak, müşterilerin self servis teknolojilerini değerlendirmedeki kıstaslarının havaalanlarındaki marka deneyimlerini buna bağlı olarak memnuniyetlerini nasıl etkilediğini birleştiren yeterli sayıda araştırma bulunmamaktadır.
Bu çalışmanın amacı self-servis teknolojilerin sahip oldukları işlevsellik, kolaylık, tasarım, güvence, güvenlik, özelleştirme gibi özelliklerinin yolcu-marka deneyimine etkisini araştırmaktır. Buna ek olarak, bir diğer amacı ise yolcu-marka deneyiminin yolcu memnuniyetiyle arasındaki ilişkiyi incelemektir.
Çalışmanın ilk kısmında self-servis teknolojileri, marka deneyimi ve müşteri memnuniyeti hakkında yapılan geçmiş çalışmalar incelenmiştir. Bu incelemelere dayanarak teorik bir model oluşturulmuştur ve toplam sekiz hipotez önerilmiştir. Gerekli ölçümlerin yapılabilmesi için veri toplama yöntemi olarak anket yöntemi kullanılmıştır. Anket, Sabiha Gökçen Havalimanı'nda yolcu sayıları açısından en kalabalık olan üç farklı günde gerçekleştirilmiştir. Hedef kitle, havaalanında self servis teknolojilerini kullanan Türk yolculardan oluşmaktadır. Anketin ilk adımında, Sabiha Gökçen Havalimanı'nda check-in kioskları, boarding, self-dokümantasyon ve self-bagaj bırakma gibi teknolojilerin kullanıp kullanmamaları yolculara belirleyici bir soru olarak sorulmuştur.
Dikkatli örneklem seçiminden sonra hedef kitleye ulaşılmıştır. Anket, Sabiha Gökçen Havalimanı’ndan seyahat eden 229 Türk yolcudan toplanmış olup ve ankete
katılanların% 8,3'si olan 19 katılımcı örneklemden çıkarılmıştır. Sonuç olarak, 229 katılımcının % 91,7'ü bu çalışma için hedef örnek olarak dikkate alınmıştır.
Elde edilen anket sonuçları kullanılarak, değişkenler arasındaki arasındaki ilişkiyi tanımlamak için, öncelikle açıklayıcı faktör analizi SPSS kullanılarak yapılmıştır. Güvenilirlik analizi için kullanılan Cronbach Alpha değeri ilgili tüm faktör grupları için hesaplanmıştır. Son olarak ise, hipotezleri test etmek için regresyon analizi yapılmıştır. Regresyon denkleminde kullanılan bağımsız değişkenlerin katsayılarının önemini değerlendirmek için t testi yapılmıştır. Anlamlı katsayılar: zevk (p = 0.016), güvence (p = 0.07) ve kişiselleştirme (p = 0.000) olarak belirlenmiştir. Bu üç değişkenin p değeri 0.005'ten küçük olduğu için ilgili hipotezler (H2, H4,H7) kabul edilmiş, diğer değişkenlerle ilgili hipotezler (H1, H3,H5,H6) ise kabul edilmemiştir. Bir başka deyişle, zevkin, güvencenin ve kişileştirmenin yolcu deneyimini pozitif olarak etkilediği, öte yandan işlevsellik, tasarım, kolaylık ve güvenliğin yolcu deneyiminde bir etkisi olmadığı sonucuna varılmıştır. Ayrıca pozitif Beta değerleri göz önünde bulundurulduğunda, etkisi kabul edilen üç faktörün marka deneyimini olumlu yönde etkilediği görülmektedir.
Bir hipotezde (H8) marka deneyiminin müşteri memnuniyeti üzerindeki etkilerini açıklamak için oluşturulmuştur. Regresyon analizi yapıldıktan sonra, sonuçlar p = 0.00 ile marka deneyiminin anlamlı bir katsayı olduğunu ve bu iki değişkenin pozitif ilişkili olduğunu göstermektedir. Bu nedenle, bu hipotez de kabul edilmiştir.
Son olarak, bu çalışmanın limitleri örneklem büyüklüğü ve seçimi, veri toplama yöntemi ve Sabiha Gökçen havalimanında sunulmayan teknolojiler olarak belirlenmiştir.
INTRODUCTION
1.1 Background of the study
The rapid and continuous development of information communication technology (ICT) has led service providers’ way of delivering their services and interacting with their customers in new ways. Since these developments also allows information technology to offer ease of use, customers started to feel comfortable with these technologies and use them more. Eventually, they get familiar with usage of technology during service processes. In the meantime, expectations of those customers through experiences have changed and they started to prefer more control and power on their choices while they are getting services (Rayburn, 2015) and technology tools which is replaced with human assistance in service delivery process increase customer participation and responsibility (Lee & Allaway, 2002). Consequently, to be able to meet customers’ wants and get along with advancements in technology, more service providers start to provide the technology-based new option which is self-service for their customers (Yen, 2005). Recently, self-service technologies have become more visible in customers’ daily lives in different areas like in banks (Abdelaziz et al., 2010), supermarkets (Zhao et al., 2008) and more.
Self-service technology (SST) is technology-based interface in which customers get services interacting with technology instead of getting direct assistance from service personnel (Meuter et al, 2000). Not only it changes service delivery approach from service personnel to technology (Verhoef et al., 1992), SST also provides crucial perceived benefits to both service providers and customers. On one hand, service providers take advantages of technology- based self-service in terms of time and cost saving (Curran & Meuter, 2005), productivity (Scherer et al., 2015), reducing customers’ waiting times (Kokkinou & Cranage, 2013), increasing satisfaction and loyalty of customers (Bitner et al.,2002). On the other hand, in customers’ aspects, it effects directly their experiences (Scherer et al., 2015), their perception of control (Langeard et al., 1981) and their confidence (Yen & Gwinner, 2003).
Today, there is an on-going trend for offering incomparable experience to customers in order to give them a chance for being in control and gaining confidence (Klaus, 2014), moreover customers search out service companies for having this type of experience and they are even willing to pay more for getting what they expect (Ford & Dickson, 2012). Even, there is potential for having ‘experience economy’ (Pine et al., 1999).
Service companies are recognizing and becoming more aware of importance of customers’ experiences (Berry et al., 2002) which comprehend side of company’s offerings including quality of service features, customer service, practicality and reliability (Meyer & Schwager, 2007). Usage of technology in service processes is one of the key drivers for enhancing customers’ experiences (Foroudi et., 2018).
To go along with this technology trend and to get benefits from it, as one of the important players in service industry, airports and airlines have also made self-service technologies a part of their businesses. This adoption of self-service technology into air transport industry dates back to almost 30 years’ in spite of its limited use in that time (Lee et al., 2012). Internet booking, airport/airline websites and mobile applications which are other types of information communication technologies have been commonly preferred in air transport industry (Ma et., 2003) for years. However, nowadays, self- service technologies are widely used in the industry. These technologies in air transport industry can be found in different forms like information kiosks, ticketing kiosks, retail kiosks, self-service check-in and boarding facilities (Abdelaziz et al., 2010).
SITA (2017) indicates that now more people are willing to use self-service technologies at airports that create strong demand for these new services. According to passenger survey which is conducted by the International Air Transport Association (2018), 82% of passengers wanted to use digital tools for as many flight-related processes as possible worldwide. Furthermore, 72% of passengers preferred self-service boarding and 68% of passengers used self-tag for their baggage’s.
These self-service technologies are one of the strategies that lead to value creation among airports, airlines and passengers. Companies can improve quality and efficiency of their services, at the same time they can maintain low level of costs for their operations by investing into SST’s. Besides, these technologies enable airports to
reduce customers’ waiting-times and to prevent them from standing long lines which frustrate passengers. Basically, SST’s at airports provide faster and more convenient services for passengers by giving more control over their own experiences (Lien et al., 2019). All of these create value for passengers’ experiences and enhance their satisfaction.
The significance of SST’s on customer’s experience and satisfaction has not only been recognized by practitioners but also has been a focal point for many scholars. There are numerous studies that underlined the value of SST’s and effects on experience and satisfaction in international literature (Meuter et al, 2000; Yen, 2005; Beatson et al., 2006; Johnson et al., 2008; Ding et al., 2010; Lin & Hsieh, 2011; Kokkinou & Cranage, 2013; Scherer et al., 2015) including air transport industry (Lu et al., 2011; Wittmer, 2011; Abdullah, 2012; Ku &Chen, 2013; Chen & Batnasan, 2014). However, in Turkey, there is no study that explains effects of self-service technologies on customers’ experience and satisfaction in air transport industry.
1.2 Aim of the study
This study mainly aims to identify the effects of using SSTs on brand experience and customer satisfaction in air transport industry, in Turkey. In order to reach this aim, research questions are proposed as follows:
1. What are the impacts of self-service technologies at airports on customer experience?
2. How are customers’ satisfaction levels affected by experience involving self-service technology?
In order to understand and address these questions, the following was completed: A review of literature on self-service technologies in air transportation industry,
brand/customer experience and customer satisfaction is conducted.
The study was collected by surveying passenger at Sabiha Gökçen Airport. After the data collection, explanatory factor analysis, reliability analysis and regression analysis are performed.
1.3 Contribution of the study
The contributions of this study can be crucial both in academia and practice. Firstly, one of the purposes of this study is to fill research gap that is mentioned above on impacts of self-service technologies on passengers’ experiences and their satisfaction levels in Turkey. Also, in practice, this study can help the companies which offer services in air transport industry in order to understand how SST has influences on passengers’ experiences and how they can improve their brand experiences while also identifying how passengers have been affected by the use of SST in terms of satisfaction.
Thesis Structure
The structure of this thesis can be summarized in five main parts. In the first part, background of the study will be stated. In the second part, the literature review on previous studies consisting of SST’s at air transport industry, brand experience and customer satisfaction will be provided. Then, in the third part, the conceptual framework and in the fourth part, research design and then the results will be explained in fifth part. Lastly, in the sixth part, the study will be summarized. Related discussion on research results and recommended managerial implications will be also provided at the end of the thesis. Additionally, limitations will be mentioned and future study direction will be proposed.
LITERATURE REVIEW
Self-Service Technologies (SST’s)
With the rapid development of high-technology, self-service technologies have become one of the growing trends in the service industries (Fitzsimmons, 2003). Traditionally, service processes involve active interactions with both the service employee and service facilities. To get benefit from this type services, customers need to present in related service facility and to have contact with the service personnel (Lovelock, 1983). This high level of interaction between service provider and customer causes variability in each service offered (Kotler, 2003), increasing unit cost (Oliva, & Sterman, 2001) and unpredictable changes in customer attitudes (Bolton & Drew, 1991).
The traditional relationships between service provider, service personnel and customer have been overturned by developments in technology and these developments have caused attention shift to new service delivery approach through internet, online applications and hand-held devices in service industries. Particularly, application of self- service delivery systems has been enormously increased in service sector within years (Liljander, 2006; Lin & Hsieh, 2006; Lu et al.,2009; Wang et al., 2012).
Self-service delivery systems are technological interfaces in which customers get service independent from any human touch points like service personnel (Meuter et al., 2000). The wide range of SST types are available for different industries such as ATMs, checkout at supermarkets, e-retail applications and self-service kiosks at airports.
2.1.1 Antecendents of attitude towards SST
Interpreting and anticipating the adoption of new technology by the users always attract attention from both academia and practice. As a new technology trend, a distinguished effort is given by many scholars on also determinants of SST acceptance (Dabholkar & Bagozzi, 2002: Curran et al., 2003: Kim et al., 2013: Gelbrich & Sattler, 2014: Hsiao & Tang, 2015: Blut et al., 2016). In these studies, there are several models like the Theory of Reasonable Action (Fishbein & Ajzen, 1977) related to technology acceptance, nevertheless, the technology acceptance model (TAM) which is introduced by Davis (1985) is most preferred and cited model among them (Lin et al., 2007).
TAM is developed in order to model user acceptance of technology and to explain causal factors for this acceptance. According to Davis et al. (1989), the degree of acceptance depends on the power of attitudes or intentions towards technology usage. Fishbein et al. (1980) defined attitude as a person's opinion to perform a related behavior, in other respects, intention is accepted for seizing motivational factors that demonstrate how much effort person is planning to perform target behavior. When TAM is first introduced, model consists of perceived usefulness, perceived ease of use and their effects on user’ attitude towards technology usage and actual system usage (see Figure 2.1.)
Figure 2.1 : First version of TAM by Davis (1985).
TAM mainly focuses on two specific determinants which are perceived usefulness and perceived ease of use to explain and predict user’s system use (Davis,1985). As a first variable, perceived usefulness is defined as view and belief of users about whether the technology helps them to perform related task better or not. In other words, it is degree
that user assumes using specific system would improve their job performance. Secondly, perceived ease of use is defined as perception of user’s about the effort of using the technology i.e. it is degree that user assumes using particular system effort-free. After these two beliefs were tested, it was ensued that the intention of the user towards a technology might affect the acceptance (Davis et al., 1989). Consequently, model was modified by adding intention to use factor (see Figure 2.2).
Figure 2.2: First modified version of TAM by Davis et al. (1989).
Moreover, in the original concept of the TAM, attitudes mediate intention of behavior theoretically. However, empirical studies have indicated that attitudes do not have complete effect on the user’ behavior. Therefore, attitude factor was eliminated and the model was modified by Venkatesh & Davis (1996) (see Figure 2.3).
Figure 2.3: Last version of TAM by Venkatesh & Davis (1996).
Previous studies on the two fundamental factors of the model, perceived usefulness and perceived ease of use have indicated that users are more likely to prefer technologies that is easy for use (Davis, 1989) and high in simplicity (Stevenson et al., 2000). Essentially, service technologies in which functions are easy in terms of
This functionality increases their tendencies of technology use and their commitment (Zenithal et al., 2002: Karsh ,2004). Basically, if consumers feel comfortable with functions of technology, it enhances their perceptions of the SST. Therefore, functionality is crucial on consumers’ attitudes towards SST.
After different versions of TAM are proposed, more constructs are identified in new updated models such as in TAM2 (Venkatesh, & Davis, 2000), TAM3 (Venkatesh & Bala, 2008) in order to explain technology acceptance process in detail. TAM2 focuses perceptions in respect to the usefulness of the technologies by focusing social influence processes and system characteristics including quality as significant determinants of acceptance (Wu et al., 2011) and experience is stated as moderating variable
(Venkatesh, & Davis, 2000). On the other hand, TAM3 is developed by integrating TAM2 (Venkatesh, & Davis, 2000) and determinant of perceived ease of use model.
(Venkatesh, 2000).
Together with determinants of perceived usefulness and perceived ease of use, with TAM3, enjoyment which is feeling pleasure while using the technology (Teo, 2001) became part of the model. Studies have shown that consumers tend to prefer SST strengthen by intrinsic motivation like enjoyment (Dabholkar, 1994: Esman et al., 2010) and enjoyment improves user’ perception and adoption of SST. Even, there are users who use these technologies just for fun (Dabholkar, 1996). Therefore, enjoyment has important impacts on user’ behavior (Triandis, 1979).
In addition to TAM and its versions, different factors affecting user’s acceptance and attitudes towards technologies have identified in different studies. Security and design are one of these factors. They are explained as stimulus which contribute to user' acceptance of technologies (Lai, 2016). Firstly, security and privacy are major concerns of consumers due to the risk of sharing their personal information with third parties without any permission (Sathye, 1999: Shin, 2010: Giovanis et al., 2012). Perception of this risk can influence consumers’ evaluations towards SST usage (Kim, & Qu, 2014). Therefore, it is important for evaluating use of technology (Parasurman et al., 2005) and it might decrease preferences of SST usage (Lee and Turban, 2001). Secondly, the literature on technology-based services shows that attractive design and layout is important for customers for influencing their perceptions (Zeithaml et al., 2002). To offer SSTs which is aesthetic, practical and ergonomic creates value for consumers (Creusen & Schoormans, 2005) and helps for fulfilling company’s
assurance (Licata et al., 1998) which is resulted from reputation and competence of company. Since assurance also affects consumer’ decisions on using SST (Kovar et al., 2000), it is stated that this trust to company is significant determinant of SST usage (Cristobal et al., 2007).
By its nature, in traditional service processes, interaction between service provider and consumer require too much time and effort (Collier and Sherrell, 2010). After SST become a part of service industries, services started to range from having service personnel to perform task for consumer to performing service by his own (Brown, 1990). Consumers become more likely to get the service by themselves and their perception of SST is affected by physical location, operating hours, and overall availability of the SST (Berry et al., 2002). Consumers expect to access SST anywhere and anytime they want, as a result of this expectations, convenience is another factor that influence customer’s preference for using SST’s (Collier & Kimes, 2013).
Lastly, consumers demand services which fit with their individual needs (Bitner et al.,2000) and it is recognized that technology has ability to customize services accordingly consumer’ needs (Lee & Chang, 2011). SST usage provides opportunity to have better consumer and service match (Iacobucci et al., 1995) by adapting historic transaction in order to meet needs of users individually (Considine & Cormican, 2017). To conclude, after self-service technologies have become more visible in varied areas of customers lives, many scholars have conducted research on user-technology interactions in order to examine determinants of acceptance. As a result of this trend, various models have constructed to explain factors influencing technology usage. In this study, functionality, enjoyment, design, security, assurance, convenience and customization which are mentioned by different scholars are taken into account as determinants of brand experience and customer satisfaction.
2.1.2 Self-Service technologies at airports
As the service sector continues to grow, airlines have wanted to computerize their processes for cost reduction, high speed service delivery and standardization. Before SST’s enter the market, Global Distribution Systems (GDS) like Sabre, Amadeus, Apollo and System One have started to use in the industry (Alamdari & Mason, 2006). These network systems which are used by companies to make reservation for their customers, allow transactions among travel agencies, airlines and other service
providers (Bitner & Booms, 1982). By using these systems, companies are able to increase speed of their service delivery, their sales volume and also they have chance to reduce their operation costs (Morrell, 1998). However, advancements in technology and changes in demand and expectations of customers have jeopardized use of GDS and have led SST for having major role in air transport industry (Mowery & Rosenberg, 1981).
Moreover, customers became more aware of their journey and interested more in technologies. The more people get used to usage of these self-service technologies in their daily lives, the more they prefer to use them at airports. Therefore, demand for airport SST’s has increased continuously (Lin & Hsieh, 2011). This encouraged the airports to adopt SST in order to cope with increasing demand, maintaining competitive advantage and meeting the needs of passengers. Consequently, companies started to focus more on applying and investing on SST’s.
International Air Transport Association (2018) describes these self-service technologies which are time-saving initiatives at airports as The Fast Travel program. This program is divided SST’s into six groups which are service check-in, tagging of baggage, documentation, rebooking, boarding, and self-baggage collection.
2.1.2.1 Self- service check-in
In traditional service delivery approach in air transport industry, check-in is process in which seats are allocated, boarding passes are obtained and baggage tags are issued by handling employees (Kalakou et al., 2015). On the other hand, self-service check-in technologies enables passengers to complete these processes through internet or via their mobile phones’, kiosks and other SST applications without interacting with any service employee (Lin & Hsieh, 2011).
2.1.2.2 Self-tagging of baggage
As a part of pre-flight preparation like check-in, passengers who have baggage need to also check their bags before their journey starts. In traditional way, baggage check-in process that consists of prcheck-intcheck-ing and affixcheck-ing tags to baggage is obtacheck-ined by airport/airline personnel (Oberman & Belin, 2013). However, recently, passengers have chance for printing and attaching their own baggage tags by using electronic
baggage tags and kiosks. Thus, there are special fast baggage drop off areas including special counters or automated self-baggage drop units that are allocated for baggage acceptance (Staub &Teber, 2015).
2.1.2.3 Self-documentation check
Passenger document check is one of the important processes at airports in terms of security. Normally, each document of passenger is controlled by both handling and security personnel. Due to the increasing number of passengers, this process is quite ineffective to perform manually (Nyquist & McFadden, 2008). Over years, companies are trying to reduce amount of time spent during this process (Marelli et al.,1998). One of the technological solution is self-scan document checks which give opportunity to passengers to scan their travel documents such as their passports, visa pages, ID cards etc. on their own accordingly transit and target requirements.
2.1.2.4 Self- rebooking
If there is cancelation or delay of flight, self-service technologies enable passengers re-book a flight by using their mobile devices, kiosk and online websites.
2.1.2.5 Self-boarding
Boarding is the last step before passenger’s access to aircraft. In traditional boarding process, service employee announces boarding starts and invites passengers to proceed the gate. Then, the gate personnel control the passengers’ boarding passes and ID’s or passports’ one by one and register passengers by scanning their documents to ticket reader (Landeghem & Beuselinck, 2002). Recently, self-scan devices offer passengers to complete these processes on their own by giving automated self-boarding gates options.
2.1.2.6 Self-baggage collection
In case of mishandled baggage, this technology gives chance passengers to report easily by using their mobile devices, kiosk and online websites without waiting in line at counter (IATA, 2018).
All of the Fast Travel program initiatives mentioned above have implemented by airports and number of them is increasing each passing day. According to SITA (2019), self-service check-in options was the most widely offered self-service
initiative with 88% of airports worldwide having it in 2018. Self-tag baggage options which were the second most common self-service initiatives were implemented by 63% of airports, while 36% of airports offered unassisted baggage drop units. More, 36% of airports worldwide preferred to offer self-boarding options. Lastly, it is expected by SITA that these numbers will be increased more in 5 years.
2.1.3 Advantages and disadvantages of SST’s
Self-service technologies have become widespread day by day. It is possible to see them in people’s lives when they are using them for different purposes. There are several advantages that SSTs provide to customers like giving chance them for controlling their processes, completing tasks whenever they want without interacting with any personnel and providing minimum waiting time in processes (Meuter et al., 2000).
First advantage is perceived control in services which is significant for costumers (Langeard et al., 1981). By using these technologies, they have chance for managing all processes by their selves, modify service accordingly their needs and desires (Collier & Sherrell, 2010) and holding over responsibility for any outcome (Dabholkar, 1996). This makes experience more enjoyable for them and at the end it affects satisfaction of user with SSTs (Marzocchi and Zammit, 2006). Additionally, some of previous studies has indicated that control‐related concern can be supportive in order to explain customers’ attitudes towards use of SST and tendency of usage of SSTs (Averill, 1973; Bateson, 1985; Dabholkar, 1999; Lee & Allaway, 2002; Hoffman et al., 2003). When increased level of control is provided to user through SST, this facilitates the adoption process (Lee & Allaway, 2002) and also affects quality of service (Ding et al., 2011).
Along with the control, speed of technologies which is major factor that affects preferences of customers through technologies and precision of specific service delivery is increased by SST’s (Berry, 1999). By providing these technologies, service providers offer convenience which is ability of reducing physical and psychological effort to passengers as compensation for lack of human interaction. Firstly, self-service technologies are available in every hour, customers can access them whenever they need (Iqbal et al., 2018). Likewise, SST’s are effort-free compared to human encounters in terms of communication. Since communication and mutual
understanding between service personnel and customer are important, SSTs prevent fails that might be occurred during communication between service personnel and passengers (Meuter et al., 2003). Also, especially for customers who want to avoid any contact with service personnel, SST’s are proper options. Therefore, finding and using SST’s in minimum time and effort is another advantages of SST usage (Collier & Sherrell, 2010).
Furthermore, long queues and waiting times are critical because they directly affect customers’ experiences (Wech et al., 2009). Customers perceive long queues and waiting times both as loss of time and control. Hence, this may cause decline in satisfaction and loyalty to service provider (Wittmer, 2011). Since multiple people can complete their processes at the same time by using self-service technologies, it prevents crowds, long queues and congestion and consequently it reduces customers’ waiting times.
In addition to this, in service provider’s aspect, SST’s provide opportunities for companies in order to utilize their facilities more efficiently, to increase productivity, customer satisfaction and to reduce labor costs (Alpar, 1992; Kelley 1994; Hsu et al., 2012). As a result, self- service technologies are convenient devices in terms of time saving, cost minimization, productivity, flexibility and space utilization.
Although there are many existing advantages of SST’s, customers may experience different disadvantages as well like loss of human touch, fear of using SSTs, lack of knowledge about their usage and disabilities to use SST’s. First of all, albeit reducing human service counters are mentioned as advantages of SST’s, sometimes loss of interpersonal contact with service encounters can cause customers to concern (Zeithaml & Gilly, 1987; Beatson et al., 2007). They worry more about using SST’s because in case something happens, they cannot be able to ask for help from service personnel (Curran et al, 2003).
Secondly, customers who don’t feel comfortable with use of SST’s because of being afraid to share personal information find intimidating them. Therefore, they may frustrate by interacting with self-service technologies (Parasuraman, 2000) and resist to use these technologies. Besides, customers may have lack of knowledge regarding the use of SST’s and as a result of it, they can experience anxiety and doubt when facing with SST’s (Abdelaziz et al., 2010). Lastly, customers who have physical disabilities like blindness cannot be able use these technologies without any assistance
All these advantages and disadvantages are also valid for passengers at airports. Airports are complex systems which gather people, different processes and companies, technology and authorities together, (Popovic et al., 2009). Therefore, implementing technology tools in processes of passenger is crucial for organizing flows, activities and information more effectively. By the time, industry continues to expand and technology trends in industry shifts to SST’s. Through these technologies, companies start to give power their passengers to accomplish multiple tasks which are normally performed by assistance of service personnel (Lien, 2019). Passengers get benefit from these technologies in terms of having control over their own service, reduction in waiting times, convenience and flexibility (Meuter et al., 2000). However, since airports are places with high human circulation, it is expected that there are people who are scared of using technologies, not familiar with SST use or dependent on another person to complete tasks.
As a result, after self-service technologies entered the service industries like air transport, many studies are conducted whether these technologies are advantageous or not. Most of the research address SST’s positively (Agnihothri et al., 2002; Lee & Allaway, 2002; Joseph & Stone, 2003; Collier & Sherrell, 2010). However, there are different studies that focus on disadvantages of them (Parasuraman, 2000; Snellman & Vihtkari, 2003; Ganguli and Roy, 2011).
2.2 Brand Experience
As Schmitt, & Rogers (2008) mention that scholars and practitioners have been interested in customer value and brand experience instead of functional features and other advantages of services offered. According to Morrison & Crane (2007), this rising trend in customers’ behavior and marketing, reveal that customers are not only attracted by products and services, but also they give importance to experiences (Morrison & Crane, 2007). Existing literature has discussed brand experience in different aspects like way of creating (Landa, 2005; Morrison & Crane,2007; Roggeveen & Schlesinger, 2008), measurement and dimensions (Schmitt,1999; Williams& Soutar, 2000; Klaus, & Maklan, 2013; Rageh, & Melewar, 2013), its impacts (Iglesias et al., 2011; Nysveen et al., 2013; Ali et al., 2014). Furthermore, there are other studies which focus on managerial aspects of brand experiences by stating
potential economic value of experiences (Pine et al., 1999) and perfect version of it (Frow and Payne, 2007).
Brand experience is defined by Brakus et al. (2009) as effects of brand-related characteristics which arouse brand-related stimuli on sensations, feelings, cognitions and behavioral responses, in other respects Gentile et al., (2007) defines it as all interactions between customers and product/service. Brand experience is the way how customers evaluate the brand (Padgett & Allen, 1997) and it is determined by what they know about the brand and how they feel about the brand (Şahin et al., 2011). Therefore, brand experience as concept is subjective which depends on customers’ behavioral and emotional responses (Brakus et al., 2009). These emotional contacts between brand and customer stay in customer’s long-term memory (Brakus et al., 2009) and create bond between customers and brands (Schmitt,1999). Thus, brand experience has an important role on creating strong brand (Hultén, 2011).
Dimension of brand experiences are hidden in its definitions (Gentile et al., 2007). In spite of many approaches from scholars, there are few dimensions that they reached a consensus. Holbrook & Hirschman (1982) relate experience to emotional responses like enjoyment and pleasure and they also mention social meaning as dimension which is also argued by Naylor et al. (2008). In addition to them, Holt (1995) explains significance of sense-making, judging and respecting as dimensions of experiences. Schmitt (1999) combines sensory dimension by Holbrook & Hirschman (1982) and cognitive dimension by Holt (1995). However, Verhoef et al. (1992) mentions all these dimensions with adding affective and physical responses. When all these dimensions are considered, they gather under the same roof in the study by Brakus et al. (2009). As a consequence, dimensions of experience can be explained in four main groups which are sensory, affective, behavioral and intellectual.
These dimensions are validated in service experiences (Nysveen et al., 2013) that involve all interactions of customers with service personnel, physical environment where service is offered, policies and procedure of services. These interactions influence customers’ behaviors, decisions and overall experiences (Kerin et al., 1992). There are several studies about investigating impacts of atmospheric variables and personnel on customers’ experiences (Hoffman & Turley, 2002; McKinney, 2004; Oakes & North, 2008; Petermans et al., 2013) including their feelings (Grace & O'Cass, 2004), attitudes (Danaher & Mattsson, 1998) and satisfaction (McDougall &
Levesque, 2000). By understanding importance of these interactions, companies can enhance value in experiences of customers (Mazursky & Jacoby, 1986).
Creating value-added experiences provides stronger relationships between brand and customers and as Brakus et al., (2009) and Zarantonello & Schmitt (2010) state that experiences of customers during use of goods and services bring positive brand outcomes like brand satisfaction. Therefore, Klaus & Maklan, (2007) argues that there is no other option for firms to not having connection with customer experience. In order to be able to meet customers’ expectations, it is significant to understand how customers experience brand (Tsai et al., 2015).
2.2.1 Brand experience with SST’s
Innovation in services means any change that can be easily observed by customers during their experiences (Hjalager, 2010). Although it was difficult to see innovations in experiences in the past, today there are many innovations offered in service processes. Recently, companies from different sectors start to provide innovative brand experiences by implementing self-service technologies in their systems as replacement of human touch points and these technology involving experiences is defined as smart experience (Buhalis& Amaranggana, 2015).
The biggest differences between brand experience and SST included experience is the way of delivering services. As service encounter types, human and technology is completely different but both of them have conspicuous role in experience resulting with customer′s satisfaction (Czepiel et al., 1985; Bitner et al.,1990). The human service encounter is essential element of experience because customers focus on physical evidence of services and service personnel is tangible component in the processes (Shostack, 1977). Consequently, customers tend to criticize whole service delivery processes depending on interactions with service encounters (Brown and Swartz, 1989). Therefore, mutual understanding between this personnel and customer (Mohr & Bitner, 1991; Mattsson, 1994) have critical role in experiences and there is always a risk of misunderstanding or having conflicts between them. However, SST’s give opportunity to users for completing their tasks without any failure that might be happened with the human encounters. Therefore, in customers’ aspect, it is very likely to perceive service more valuable with technology and to feel more satisfied with the service (Bateson & Hui, 1987).
Customers look for a value with right services, features and connections in their experiences (Schmitt, 2009). Van Riel et al. (2001) explain main components which are needed for having right services and their features. They are divided into five main groups such as services of core, facilitating, supporting, complementary and interface. To assess these components, different approaches are proposed. One of the approaches which is used for this study, is existing scale by Parasurman et al. (1988).
Although Grönroos et al. (2000) mention that core services feature has biggest importance, there are components which are customer participation and communication, they influence value creation. These two elements importance are also stated by Pine and Gilmore (1998).Customer participation is defined as the degree of customers’ involvement in service processes (Dabholkar, 1999). Enhanced customer participation which motivates customers (Berger & Milkman, 2012) results with better experience (Zhang et al., 2015). With SST’s use, customers’ are able to be present in all their processes and it is one the key factor that affects customers’ preferences on use of SST’s (Meuter et al., 2005). Along the same line, customer connection which occurs from exchanges between brand and customer is important to creating value and positive brand experience (Harris, 2007). Brands by offering SSTs can connect directly to their customers without involving any third party like service personnel.
In conclusion, technologies play important role in customers’ experiences. These smart experiences consisting SST’s enhance brand-related stimuli and usage of SST’s creates positive feelings like accomplishment, freedom, and proficiency (Lawlor et al., 2016). All these feelings transform overall satisfaction (Grissemann & Stokburger-Sauer, 2012).
2.2.2 Passenger experience at the airports
Passenger experience at an airport involves lots of processes and regulations that passengers have to meet. Therefore, the total experience can be compelling and time consuming (Appelt et al., 2007). It starts after entering airport and it is followed by processes of check-in, document scanning, baggage drop, security check and boarding for departure, on the other side, for arrival passengers, process starts with security check, customs and it ends with baggage collection (Popovic et al., 2010).
These process steps at airport are traditionally human touch points where passengers contacts with service personnel (Meyer & Schwager, 2007). However, companies reduce these human touch points by offering self-service technologies which have integrated to airport system in different points of the airport (see Figure 2.4).
Figure 2.4 Passenger Flow at airport (IATA,2018).
There are studies which are mainly focus on effects of self-service technologies on brand experiences in air transport industry (Abdullah 2012; Lin,2015; Lien et al., 2019). With the contribution of all these studies, it is clear that providing the self-service technologies at airports enhance passengers’ experiences at airports.
2.3 Customer Satisfaction and Self-Service Technologies
Customer satisfaction is evaluation if product or service meet the need and expectation of customers (Wilson et al., 2012). It has an emotional dimension on customer decision to ensure that the product or service provides a satisfactory level for consumption (Westbrook, 1987; Oliver, 2014). Customer satisfaction is central to marketing research and organization, as it is a major driving force for brand loyalty, positive behaviors like re-purchase and firm performance (Oliver, 1980; Anderson, 1994; Tarn, 1999; Kim et al., 2004).
Customer satisfaction is a positive affective response of customers to any result of experience (Ganesan 1994) and it is felt right after first interaction with the brand (Cronin and Taylor, 1992) and plays major role on customers repurchase behavior (Şahin et al., 2011) and brand loyalty (Şimşek and Noyan, 2009). Basically, it derived from past experiences, its impact to following experience and ongoing effects in this cycle (Oliver, 1980). Overall assessment of customers on experiences influence their relationships with brand (Algesheimer et al, 2005) and satisfaction combines these relationships (Anderson and Narus, 1990).
Dabholkar & Bagozzi (2002) explain that customer satisfaction at ultimately influenced by the customers’ evaluation on performance of SST’s depend on their perception of service components in their experience which are discussed in previous section. Since brand experience is one of the determinants of satisfaction, the characteristics of self-service technologies effecting brand experience also important on customer satisfaction.
First of all, functionality, design and convenience have been regarded as significant determinants of experience which affect user’s satisfaction with technology (Meuter et al, 2000; Teo, 2001;van Dolen & de Ruyter, 2002; Tandon et al., 2016). This is because customers expect from SST’s to perform what they are supposed to do (Meuter et al., 2000) in shortest service time (Yang & Jun, 2002).
In addition to this, Parasuraman et al. (1988) identifies enjoyment of SST as other factor is important for customers because when they enjoy through their experiences with technologies, they feel more satisfied with the service they get. Besides, Meuter et al. (2000) state that the assurance and competence of firms’ SST provide transactions in securely is another reason that lead customers feel satisfied with the experience. Lastly, customization which give opportunity customers’ in order to tailor their services, it increases their satisfaction.
Since customer satisfaction enhances relationships between customers and companies, increases repetitive purchase and brand loyalty, it is extremely important for companies. Most of the airports all around the world have realized the importance and need of analyzing passenger satisfaction and identifying factors that influence passenger satisfaction by enhanced airport experience (Bogicevic et al., 2013). Airport passenger satisfaction have become attractive subject for scholars (Gkritza et al., 2006; Paternoster, 2008; Knox et al., 2008;Eboli & Mazzulla, 2009;Bogicevic et al., 2013). In general, sources of passenger satisfaction on SST experience are classified by scholars in different groups that are performance including functionality together with perceived ease of use and usefulness, convenience, enjoyment, assurance, security design and customization (Parasuraman et al., 1988; Davis et al., 1989; Meuter et al, 2000; Yen, 2005).
3.CONCEPTUAL FRAMEWORK
In the scope of literature review explained in the second part of this study; a research model was proposed with concentration on determinants which are functionality, enjoyment, security, assurance, design, convenience, customization of SST usage, their impact on brand experience and its results on customer satisfaction (see Figure 3.1).
Figure 3. 1: Proposed research model.
One major factor affecting user’ experience is the functionality including perceived usefulness and perceived ease of use of SST (Dabholkar, 1996: Baron et al., 2006: Demoulin & Djelassi, 2016). If there is complexity in SST use, it can cause frustration (Bitner, 2001). On the contrary, customers who find use of SST easy and useful, appraises their SST experience as pleasant and joyful. Consequently, there is a high possibility to customers have better experiences when they are happy with functions of SST. (Hwang & Kim, 2007; Weijters et al., 2007).
H1: The higher functionality is the higher the brand experience.
Having fun during SST experience can decreases user’ stress and increases psychological benefits related with controlling service processes on their own, at the same time brings emotional rewards (Dabholkar, 1996). Offering SST which is more enjoyable enhance customers’ SST experiences (Halstead & Richards, 2014).
H2: The higher enjoyment is the higher the brand experience.
Security/privacy is related to customers’ concerns (Shahid Iqbal et al., 2018). During technology use, customers generally have concerns about spreading their personal information to the other parties (Dumortier & Goemans, 2001). They anticipate for good reason that their personal information is needed to be kept firmly (Miyazaki & Fernandez, 2001). Since customers want to feel secure throughout their experiences, security features play significant role in the way of customers’ view the SST use.
H3: The higher security is the higher the brand experience.
Assurance which influence customers’ expectations and their intent to use technologies (Kovar et al., 2000), occurs when customer feel confident with the competence of firm that offers SST (Considine & Cormican, 2017). This type of trust which arises from past experience is powerful driver for evaluating SST. Experience and trust affect each other (Giannakos et al., 2011).
H4: The higher assurance is the higher the brand experience.
Design features of technologies create considerable amount of value to customers (Alba et al., 1997) and it influences their evaluation of technologies in positive ways (Hoffman & Novak,1996). Appealing design which is esthetic and ergonomic strengthen user’s perception (Mathwick et a., 2010) and it improves brand experience (Yeh et al., 2012).
H5: The higher design is the higher the brand experience.
Convenience is one of main characteristics of SST’s that allows passengers to get services in any time and location they want (Collier & Sherrell, 2010). When passengers have control over service through SST’s, convenience factors are more effective on their decisions because SST’s deliver information and service to passengers 24/7 hours with no specific location restrictions (Alcock & Millard, 2006). It is influential criteria on assessment of service process with the SST’s (Ding et al.,2011) which is likely to influence customer’ overall brand experience and satisfaction in a positive way (Udo et al., 2010).
It is mentioned that customization is one of the vital benefits of making technology part of service delivery processes (Quinn, 1996). When it compared to standardized services, since the nature of SST allows users to modify their services accordingly their needs, wants and specific preferences, customized services which is provided by SST increase value of experience (Pine, 1993).
H7: The higher customization is the higher the brand experience.
Customers’ satisfaction with SST systems results from their valuation of SST usage and it can be an important determinant of user satisfaction towards overall service. (Djelassi et al., 2018). Therefore, it is crucial to analyze what passengers expect from their experiences and what they actually experience and differences between actual and expected experience causes either satisfaction or dissatisfaction (Popovic et al., 2010). If the brand experiences of passengers exceed their expectation, it leads to their satisfaction.
4.RESEARCH DESIGN
In order to test concepts and their relations described in literature review section, data collection methods, sample selection and detailed analysis of measured concepts are included in this part.
4.1 Aim and Scope of the Study
This study aims to make a contribution for explaining the effects of self-service technology related characteristics on brand experience in air transport industry. In addition to this, other purpose is to help understanding of relationship between brand experience and customer satisfaction. In particular, self-service technologies at airports which are identified by IATA are taken into consideration in this study.
4.2 Data Collection and Sampling
In this study, a survey method was chosen as the data collection method and iPads are given to passenger for answering questions. The survey was conducted at Sabiha Gökçen Airport in three different days that are most crowded in terms of passenger numbers. Since there were mega move from Atatürk Airport to Istanbul Airport, operations in European side of Istanbul had stopped for two days and all passengers had to use Sabiha Gökçen Airport for their travels. Therefore, these two days and day before are preferred for the survey to be able to reach more passengers.
Target group was Turkish passengers who uses self-service-technologies at the airport. In the first step of the survey, whether they use service technologies such as self-check-in kiosks, self-boarding, self-documentation and self-baggage drop at Sabiha Gökçen Airport was asked to passengers as determiner question in order to attain target group. There was no more sample diminution depending on responders’ demographics.
4.3 Survey Design and Measurement
In order to investigate effects of self-service technology-related characteristics on brand experience, first stage of question preparation was to review self-service-technology, brand experience and customer satisfaction literature. Based on terms defined in the literature, survey was prepared for measuring effects of are functionality, enjoyment, security, assurance, design, convenience, customization on brand experience and as its outcome, customer satisfaction.
Normally, these seven main characteristics are defined as main constructs of service quality measurement model called SERVQUAL (Parasuraman et al., 1988), many researchers have been carried out different studies using this scale in order to evaluate service quality. However, in this study they are selected for examining their impacts on brand experience at airport.
Lin & Hsieh (2011) constructed potential items based on literature and interviews and 30-constructs scale for seven dimensions were selected after eliminating items which have low correlations. Items and related questions were taken from this study and there are additional questions that researcher generated (see Table 4.1).
Table 4.1 Measurement Items of seven dimensions.
Dimension Measurement Items ( 5-point scale) Source
Functionality
The SST at the airport provides me real-time comprehensive information needed to complete the service.
The service process of the SST offered at the airport is clear.
The SST at the airport has a clear and easy to follow operational flow among functions.
Lin &Hsieh (2011) The operation system of SST at the airport is
simple and easy to understand.
Using the SST at the airport requires little effort. I can get my service done smoothly with the SSTs. The SST’s at the airport perform correctly the first time.
Each service function of the SST is error-free.
Enjoyment
The operation of the firm's SST is interesting. Lin &Hsieh I feel good being able to use the SSTs.
SST has interesting additional functions. SST provides me with all relevant information.
(2011)
Security
My personal information is treated confidentially. I feel secure supplying relevant information when using the SSTs.
Lin &Hsieh (2011) I feel safe in my transactions with the firm's SST.
A clear privacy policy is stated when I use the
firm's SST.
Assurance
The firm providing the SST is well-known. Lin &Hsieh The firm providing the SST has a good reputation. (2011) Sabiha Gokcen Airport is the preferred airport. Researcher
Design
The layout of the firm's SST is aesthetically appealing.
The firm's SST appears to use up-to-date technology.
Lin &Hsieh (2011), The appearance of the self-service machines at the
airport is interesting
Researcher Generated
Convenience
The SST has operating hours convenient to customers.
It is easy and convenient to reach the firm's SST. I like to use the self-service machines at the airport at any time.
Lin &Hsieh (2011), I can get my service done with the firm's SST in a
short time.
Researcher Generated The firm's SST responds to requests quickly.
Customization
The firm's SST understands my specific needs. Lin&Hseih The firm's SST has my best interests at heart. (2011) The firm's SST has features that are personalized
