Pre se nt a t i on By I n d r a n i l R o y C h o w d h u r y ( P h . D )

ADOPTION OF TECHNOLOGY FACILITATED SERVICES

INTRODUCTIONSERVICE ENCOUNTER & SELF SERVICE TECHNOLOGY

• SERVICE ENCOUNTER - Dyadic Interaction between a

Customer and the Employee of a firm during Service

Delivery

• SELF-SERVICE TECHNOLOGIES -

• “Technological interfaces that enable customers to

produce a service independent of direct service

employee involvement” (Meuter et.al, 2000)

• ATMs, online ticket booking, Phone banking, Mobile

Commerce etc.

FORMS OF TECH INFUSION &LIMITATIONS

TFS: Technology – CSP – Customer coexist

THE SERVICE CONTINUUM

Human Technology

Human - Technology

TECHNOLOGY FACILITATED SERVICES FEW EXAMPLES

• Business Correspondent Banking• Bank partnerships with non-banks, typically retail commercial outlets such as

pharmacies, post offices, construction goods stores etc. to provide distribution outlets for financial services

• Tele-medical Treatment• Arrangement of providing clinical services by medical specialty centers to distant

patients with the help of technologically connected local health centers

• E-Governance Service Tele-centers• Public place where people can access digital technologies that enable them to

access governance services that include(a) procuring information (e.g., about health, education, agriculture, etc.), (b) transactions between citizens and government, and (c) procuring entitlements (including certificates, licenses, etc.)

ATTITUDE INTENTION MODEL

Curram, Meuter and Surprenant (2003)

FINAL CONCEPTUAL MODELSUMMARY

Perceived Ease of Use

Perceived Usefulness

Perceived Risk

Trust towards technology

Facilitating Conditions

Trust towards CSPAttitude towards CSP

Attitude towards Tech

Intention to use TFS

Network Externalities

RESEARCH METHOD(Survey)

Sampling Technique – Non-Probabilistic Convenience - Population that is

exposed to BC banking

Sample Size Targeted - Ad-hoc rules of thumb - subjects to number of

variables ratio at 10:1 (Tanaka, 1987). Since, higher the sample size better the

model fit, an attempt was made to procure approximately 250 sample units

Sample Size Obtained – 222 – Success Rate – 75% acceptable responses

( 297 contacted ) – List of consumers obtained from a BC banking service

provider

M- COMMERCE VALUE CHAIN

BUSINESS CORRESPONDENT BANKING

ANALYSIS & RESULTS

Respondent Profile - Summary

ANALYSIS & RESULTS (contd)

Fit Index Values Recommended Range

χ2 (DOF) 564.519 (365)  Normed χ2 1.547 (p < 0.001) ≤3

GFI 0.87 ≥0.90CFI 0.96 ≥0.90

RMSEA 0.050 0.50 -1.0Measurement Model Fit Indices

Fit Index Values Recommended Range

χ2 (DOF) 741.338 (413)  Normed χ2 1.782 (p < 0.001) ≤3

GFI 0.84 ≥0.90CFI 0.93 ≥0.90

RMSEA 0.059 0.50 -1.0Structural Model Fit Indices

ANALYSIS & RESULTS (contd)

√

X

√ √

√

√

√X√

√

√

0.351

0.370

0.241

0.323 0.197

0.162(p>0.1)

0.614

-0.731

0.404

0.507

0.165

ANALYSIS AND RESULTSHYPOTHESES TESTING

Acsp

Att

0.406

0.241

0.225

0.539

Education > 10

Education < 10

0.437

0.336

0.280

0.380

Age < 25

Age>25

Attitude – Intention strength

0.027

0.3140.257

NENE – Intention

0.035

CONTRIBUTIONS

• Attempts have been made to study a new type of

Technology based service unlike earlier studies on SST

• Studied the antecedents of Attitude towards CSP –

haven’t been studied earlier

• Importance of Network Externalities in a TFS – not many

earlier studies on technology have focused on this concept

• Impact of demographic variables – Age & Education - in a

TFS

THANK YOU !!Q?