Self-Service Interactive Kiosk System In Shopping Mall : Small In Size, Big Contribution To Customer Loyalty

Siah, Jia Wen (2016) Self-Service Interactive Kiosk System In Shopping Mall : Small In Size, Big Contribution To Customer Loyalty. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Self-service technology (SST) is rapidly growing and penetrating in shopping mall to reduce retailer costs while enhancing shoppers’ shopping experience. Among numerous SST available, self-service interactive kiosk systems have become one of the tested kiosk system in shopping malls. While most studies focus on effect of SST adoption instead of its service quality, satisfaction and ultimately loyalty. Hence, the present study explored the attributes of service quality for self-service interactive kiosk system based on customer evaluation and also interrelationship between these three major construct which are service quality, satisfaction and loyalty on selected shopping mall in Malaysia. By using attribute-based model (Dabholkar,1994) and recent successful attributes from SSTQUAL model (Demirci Orel & Kara, 2014) of SST, data (n=358) of this study is collected through online questionnaire. Structural equation modeling (SEM) was employed to test the models by means of confirmatory factor analysis and a measurement scale is proposed. The key findings are the attribute of self-service interactive kiosk system service quality are ease of use, enjoyment and functionality. Results show that these are positive relationship with customer satisfaction. Findings also showed significantly positive relationships between selfservice interactive kiosk system service quality with customer satisfaction. Findings suggest self-service interactive kiosk system can be used to increase customer satisfaction.

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