Incorporating human characteristics into self-service technologies.

This study explores how varying degrees of anthropomorphism affects service delivery in self-service technologies (SST), specifically on outcomes of perceived relational benefits, satisfaction and loyalty. In addition, extraversion was examined as moderating factor between these relationships. A lab...

Full description

Saved in:
Bibliographic Details
Main Authors: Cho, Kai Siang., Koh, Juan Zhen., Cheong, Phebe Qi Hui.
Other Authors: Nanyang Business School
Format: Final Year Project
Language:English
Published: 2012
Subjects:
Online Access:http://hdl.handle.net/10356/48156
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-48156
record_format dspace
spelling sg-ntu-dr.10356-481562023-05-19T05:44:55Z Incorporating human characteristics into self-service technologies. Cho, Kai Siang. Koh, Juan Zhen. Cheong, Phebe Qi Hui. Nanyang Business School Lim Ai Ching Elison DRNTU::Business::Information technology::Special systems or programs This study explores how varying degrees of anthropomorphism affects service delivery in self-service technologies (SST), specifically on outcomes of perceived relational benefits, satisfaction and loyalty. In addition, extraversion was examined as moderating factor between these relationships. A laboratory experiment was conducted with 201 respondents using a hypothetical shopping mall concierge. 182 usable responses were yielded. The results showed that (1) increasing the degree of anthropomorphism leads to greater perceived relational benefits, satisfaction and outcome. However, the increase in perceived relational benefits, satisfaction and loyalty was greater when the degree of anthropomorphism increased from the low to moderate level. (2) Also, there was no perceived difference at the moderate and high degrees of anthropomorphism by the more and less extraverted individuals. Hence, looking at these results, it is sufficient for firms to anthropomorphise their SSTs to a moderate level to enhance the customer experience. BUSINESS 2012-03-19T06:00:46Z 2012-03-19T06:00:46Z 2012 2012 Final Year Project (FYP) http://hdl.handle.net/10356/48156 en Nanyang Technological University 48 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Information technology::Special systems or programs
spellingShingle DRNTU::Business::Information technology::Special systems or programs
Cho, Kai Siang.
Koh, Juan Zhen.
Cheong, Phebe Qi Hui.
Incorporating human characteristics into self-service technologies.
description This study explores how varying degrees of anthropomorphism affects service delivery in self-service technologies (SST), specifically on outcomes of perceived relational benefits, satisfaction and loyalty. In addition, extraversion was examined as moderating factor between these relationships. A laboratory experiment was conducted with 201 respondents using a hypothetical shopping mall concierge. 182 usable responses were yielded. The results showed that (1) increasing the degree of anthropomorphism leads to greater perceived relational benefits, satisfaction and outcome. However, the increase in perceived relational benefits, satisfaction and loyalty was greater when the degree of anthropomorphism increased from the low to moderate level. (2) Also, there was no perceived difference at the moderate and high degrees of anthropomorphism by the more and less extraverted individuals. Hence, looking at these results, it is sufficient for firms to anthropomorphise their SSTs to a moderate level to enhance the customer experience.
author2 Nanyang Business School
author_facet Nanyang Business School
Cho, Kai Siang.
Koh, Juan Zhen.
Cheong, Phebe Qi Hui.
format Final Year Project
author Cho, Kai Siang.
Koh, Juan Zhen.
Cheong, Phebe Qi Hui.
author_sort Cho, Kai Siang.
title Incorporating human characteristics into self-service technologies.
title_short Incorporating human characteristics into self-service technologies.
title_full Incorporating human characteristics into self-service technologies.
title_fullStr Incorporating human characteristics into self-service technologies.
title_full_unstemmed Incorporating human characteristics into self-service technologies.
title_sort incorporating human characteristics into self-service technologies.
publishDate 2012
url http://hdl.handle.net/10356/48156
_version_ 1770566822438895616