BEHAVIOURAL INFLUENCE OF SELF-SERVICE TECHNOLOGY IN MANAGING INTERFACE IN THE AVIATION INDUSTRY

By Anavil Kalla and Dr Kavitha R Gowda CHRIST Deemed-to-be University, Bangalore, India

When we talk about self-serving technology then it has been seen that only few people react towards the adoption of new technology. The aim of the study is to look for the various areas of Self-Service Technology and how is it impacting the behaviour. This in turn further can be used to manage the customer interface for any organization. Likert Scale will be used to determine the satisfaction level of the people who have used the SST. This will give the positive or negative feedbacks for the value creation. Also, when it comes to providing the theoretical context then TAM give us the highest reliability with addition of few elements. Along with that Theory of Planned Behaviour will be taken into context

• Language: English
• Publisher: Lulu.com
• Release date: Aug 30, 2021
• ISBN: 9781312537101

Book preview

BEHAVIOURAL INFLUENCE OF SELF-SERVICE TECHNOLOGY IN MANAGING INTERFACE IN THE AVIATION INDUSTRY.

Author: Anavil Kalla

Student, School of Business and Management,

CHRIST Deemed-to-be University, Bangalore, India

[e-mail], 7973184302

Co Author: Dr Kavitha R Gowda CHRIST Deemed-to-be University, Bangalore, India

Assistant Professor, School of Business and Management,

CHRIST Deemed-to-be University, Bangalore, India

[e-mail]. 9663369924

ABSTRACT

When we talk about self-serving technology then it has been seen that only few people react towards the adoption of new technology.  The aim of the study is to look for the various areas of Self-Service Technology and how is it impacting the behaviour. This in turn further can be used to manage the customer interface for any organization. Likert Scale will be used to determine the satisfaction level of the people who have used the SST. This will give the positive or negative feedbacks for the value creation. Also, when it comes to providing the theoretical context then TAM give us the highest reliability with addition of few elements. Along with that Theory of Planned Behaviour will be taken into context. The findings of this paper will help the managers to form up some effective strategies. The functional role of SSTs can also go beyond the functional attribute to satisfy the customers. Findings will also be discussed in the paper. Future Check-out ways can be understood with this study too. It will also help to create the financial benefits. This study focuses mainly on the gap between the theory and the practice in the real world. So, finally the results will be helping the decision makers to ascertain whether to go for the investment in the SST or look for an alternative to service representative solutions

Keywords: Digitisation, Internet of Things, Connectivity, Upgrade

INTRODUCTION

One of the outcomes of this changing nature of services are self-service technologies (SST) which are technological interfaces that enable customers to produce a service independent of direct service employee involvement (Meuter, Ostrom, Roundtree, & Bitner, 2000). SSTs become more and more widespread and either replace or supplement the traditional face-to-face service encounter (Barnes, Dunne, & Glynn, 2000). Kiosks, (mobile) phones, as well as the Internet are mainly the interfaces of SSTs for e.g. banking via automated teller machines (ATMs), online banking, phone banking, Internet shopping, Internet information search, automated hotel checkout, automated car rental, automated airline ticketing and check-in, self-scanning at stores or in libraries, The concept of self service has been in use from 2005, from the article named Insourcing, Outsourcing? How about Self-sourcing? at this time the motive of this concept was to cut the labour cost. In 1950’s America started using this concept in petrol pumps where people fill gas in their vehicle on their own. As the years progressed, this concept started to develop itself and many companies saw potential in this concept and it is when it was inculcated with technology and