| Abstract [eng] |
The work consists of three main parts: 1) the analysis of scientific literature, 2) the research methodology and research results, 3) conclusion and recommendation. Literature analysis reviews the concept of the self-service technologies, types into which they are divided, recent scientific research on factors affecting customers intention to use self-service technology, customers attitudes towards adoption of such technologies. After the analysis of the literature, a theoretical model was developed from which the factors influencing the choice of customer self-service technology were identified. These factors were determined by applying the model of the theory of planned behavior and personal innovativeness. The main goal of the study is to determine which factors have the greatest impact on customers' decision to use public self-service technology. According to the research, measured personal innovativeness, perceived control, ease of use, perceived satisfaction and perceived benefit (effective, quick provision of the service) which reflect buyers intention to re-use public technology. Multidimensional data analysis methods (multiple (stepwise) regression analysis and correlation) were also applied to get most information from the data and find the best model for regression. The performed research revealed that factors tend to influence the customer‘s intentions to use self-service technology depends on system type. And perceived benefit, ease of use and perceived satisfaction are the most important factors, influencing customer to use public self-service technology. The conclusions and recommendations summarize the main concepts of literature analysis as well as results of the empirical research. The author believes that the results of the study could give useful guidelines to the firms which are planning to invest in this type of self-service system or have implemented it and faces difficulties in analyzing customer intentions as well as key factors leading to a better customer experience while increasing technology payback. |
