Constructing a Self-Service Technology (SST) Satisfaction Model Based on Technology Acceptance Model (TAM)

以科技接受模式建構自助式科技服務之滿意模式

劉鈞憲(Chun-Hsien Liu) ； 湯寶裳(Pao-Shang Tang) ； 鍾秀雯(Hsiu-Wen Chung)

《明新學報》 40卷1期 (2014/02) Pp. 197-215

摘要

目的－本研究的目的是構建一個概念性的SST滿意度模型，以及調查在使用SST的過程中，科技、品質和情感等因素中，會影響到客戶的滿意度。方法／途徑－Service profit chain model（服務利潤鏈模型）的文獻中指出，是從服務提供者的角度來看客戶滿意度。TAM（科技接受模型），是從客戶的角度來看科技的可接受度和通信的可接受度。Satisfaction driving force model（滿意度操控力模型）可使用SST來創造顧客滿意度並定義尺寸。發現－推論出結合Service profit chain（服務利潤鏈模型）和TAM（科技接受模型）可透由satisfaction driving force model（滿意度操控力模型），就像利用SST satisfaction mode（SST滿意度模型）可以整合客戶以及服務提供者的觀點。研究限制／影響－SST服務接觸過程中缺乏人與人之間的接觸。合併後的模式提出一些的措施來增進人之間的接觸。實際影響－實證研究可以利用這一個模式，在未來的研究中，可定義出不同的服務產業中主要會影響到顧客滿意度的因素。企業可以專注在這些主要因素上，並提高SST的服務。獨創性／價值－這是第一次以科技接受模式建構自助式科技服務之滿意模式。論文類型－概念性論文。

關鍵字

自助式科技服務 ； 顧客滿意度 ； 服務提供者 ； SST滿意度模型 ； 服務接觸

並列摘要

The purpose of this study is to construct conceptually an SST satisfaction model and to investigate which dimensions and their attributes in technology, quality and emotion can lead to customer satisfaction during using SST. Literatures of service profit chain model that is viewed from service provider perspective on customer satisfaction, TAM (technology acceptance model) that is viewed from customer perspective on technological acceptance of ICT acceptance, and satisfaction driving force model are reviewed to identify the dimensions that can create customer satisfactions in using SST. Inferences are made to combine the service profit chain and TAM models through the satisfaction driving force model as the platform into our SST satisfaction mode which integrates both customer's and service provider's perspectives. SST lacks human contact during service encounter. The combined model proposes few measures to increase human interactions before and after the use of SST. Empirical study can be made based on this model in future studies for different service industry to identify the critical factors that lead to customer satisfaction in using SST. Industry can focus on those factors to improve its SST service.

並列關鍵字

Self-service technology (SST) ； Customer satisfaction ； Service provider ； SST satisfaction model ； Service encounter

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