| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === As technology gradually integrates into the society, people’s dependence on technology has gradually increased. The service industry also introduced technology into service process, in order to create diversified service for customers. This process not only reduces labor costs, but also makes self-service technology to become one of the competitiveness for enterprises. The self-service technology allows customers to increase their autonomy and creates interactive experience in the experiential process. Most importantly, the enterprise hopes to establish a long-term relationship with customers. This study explores the intention of customers to use the self-service technology in the retail and catering industries. It combines technology readiness and customer participation as antecedents, which influences continuous the intention of continuous use through mediation variables of service quality, perceived value and satisfaction.
With a convenience sampling method, a total of 211 valid questionnaires of retail industry, and 167 valid questionnaires of catering industry were collected from consumers that have used the self-service technology before, and Structural Equation Modeling (SEM) was used to test the hypotheses. The findings are summarized as follows:
1.Technology readiness and customer participation are both important antecedents. In retail industry, technology readiness has greater impact than customer participation on service quality, perceived value and satisfaction; in the catering industry, technology readiness has the greater impact on service quality and perceived value, but customer participation has greater influence than technology readiness on satisfaction. The finding is that only customer participation has the impact on satisfaction
2.In retail industry, service quality has the greatest impact on usage intention; in catering industry, perceived value has the most influential effect on usage intention.
3.The model proved the consistency on the searching attributes and experience attributes of service industry. According to the findings, we propose the meanings of academy and practice.
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