Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 50, No. 5, pp.1279-1305
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2021
Received 12 Jan 2021 Revised 04 May 2021 Accepted 09 Jun 2021
DOI: https://doi.org/10.17287/kmr.2021.50.5.1279

관광객들의 셀프서비스기술을 이용한 비대면 서비스로의 전환 의도에 영향을 미치는 요인에 관한 연구: 이주이론을 중심으로

Yerin Yhee ; Namho Chung ; Chulmo Koo
(First Author) Smart Tourism Education Platform, Kyung Hee University rin95923@khu.ac.kr
(Corresponding Author) Smart Tourism Education Platform, Kyung Hee University nhchung@khu.ac.kr
(Co-Author) Smart Tourism Education Platform, Kyung Hee University helmetgu@khu.ac.kr
A Study on the Factors Affecting Tourists’ Intention to Switching to Contactless Services Using Self-Service Technology: Focusing on Migration Theory


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Self-service technology refers to any technological interface tool that allows technology users to produce their own services without direct face-to-face and involvement with employees, away from traditional service environments. In particular, kiosks are introduced as a means to replace employees' roles in providing services for the purpose of reducing labor costs from the perspective of service companies with a large proportion of human resources. The introduction of these kiosks has significantly changed the way businesses interact with customers from ‘high-touch and low-tech’ to ‘high-tech and low-touch’. However, existing studies on kiosks focus on finding motivation for customers to use or accept kiosks, failing to provide a reasonable theoretical perspective for customers to explain their switching from face-to-face services to non-face-to-face services using kiosks. Therefore, the study applied a migration theory to explain the switching behavior of existing face-to-face services to non-face-to-face services through kiosks in terms of the service channel. This study conducted an online survey in June 2020 and used a total of 182 responses for the empirical analysis. We found that the effect of the mooring factors was the most significant among the push, pull factors, and mooring factors.

Keywords:

Self-Service Technology, Kiosk, Migration Theory, Push-Pull-Mooring Model

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2098438)

References

  • Agarwal, R. and Prasad, J.(1997), “The role of innovation characteristics and perceived voluntariness in the acceptance of information technologies,” Decision Sciences, 28(3), pp. 557-582. [https://doi.org/10.1111/j.1540-5915.1997.tb01322.x]
  • Ahn S. H. and Lee, K. H.(2000), “The study on the developing of long-term relationship between salesperson and customer,” Journal of Korea Society of Clothing and Textiles, 24(8), pp. 1230-1241.
  • Anderson, J. C., and Gerbing, D. W.(1988), “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, 103(3), pp.411-423. [https://doi.org/10.1037/0033-2909.103.3.411]
  • Bandura, A.(1997), “The anatomy of stages of change,” American Journal of Health Promotion, 12(1), pp.8-10. [https://doi.org/10.4278/0890-1171-12.1.8]
  • Bansal, H. S., Taylor, S. F., and St. James, Y. (2005), “’Migrating’ to new service providers: Toward a unifying framework of consumers’ switching behaviors,” Journal of the Academy of Marketing Science, 33(1), pp.96-115. [https://doi.org/10.1177/0092070304267928]
  • Bhattacherjee, A., and Sanford, C.(2006), “Influence processes for information technology acceptance: An elaboration likelihood model,” MIS Quarterly, 30(4), pp.805-825. [https://doi.org/10.2307/25148755]
  • Bitner, M. J., W. Stephen and L. Matthew(2000), “Technology infusion in service encounter,” Journal of the Academy of Marketing Science, 28(1), pp.138-149. [https://doi.org/10.1177/0092070300281013]
  • Chang, H. H., Wong, K. H., and Li, S. Y.(2017), “Applying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators,” Electronic Commerce Research and Applications, 24, pp.50-67. [https://doi.org/10.1016/j.elerap.2017.06.002]
  • Cheng, Z., Yang, Y., and Lim, J.(2009), “Cyber migration: an empirical investigation on factors that affect users' switch intention in social networking sites,” Proceedings of 42nd Hawaii International Conference Systems Sciences, Hawaii, U.S.A, 2009.
  • Childers, T. L., Carr, C. L., Peck, J., and Carson, S.(2001), “Hedonic and utilitarian motivations for online retail shopping behavior,” Journal of Retailing, 77(4), pp.511-535. [https://doi.org/10.1016/S0022-4359(01)00056-2]
  • Chin, W. W.(1998), “The partial least squares approach to structural equation modeling,” Modern Methods for Business Research, 295(2), pp.295-336.
  • Chin, W. W., and Todd, P. A.(1995), “On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution,” MIS Quarterly, 19(2), pp.237-246. [https://doi.org/10.2307/249690]
  • Choe, B. D. and Lee, J. K.(2011), “The influence of customer readiness in advance on service quality and customer value in self-service technology: The case of online shopping,” Korean Management Review, 40(5), pp. 1347-1373.
  • Choi, H. S., Cho, J. E. and Hahm, S. P.(2009), “Self-Service Check-In Kiosk Use Behaviour : An Application of Technology Acceptance Model,” Journal of Tourism and Leisure Research, 21(4), pp.295-315.
  • Chosunilbo, https://biz.chosun.com/site/data/html_dir/2020/01/17/2020011700920.html, (retrieved September 2020).
  • Chung, N., Lee, H., Kim, J. Y., and Koo, C.(2018), “The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Kore,” Journal of Travel Research, 57(5), pp.627-643. [https://doi.org/10.1177/0047287517708255]
  • Chung, N., Lee, H., Lee, S. J., and Koo, C.(2015), “The influence of tourism website on tourists' behavior to determine destination selection: A case study of creative economy in Korea,” Technological Forecasting and Social Change, 96, pp.130-143. [https://doi.org/10.1016/j.techfore.2015.03.004]
  • Clark W. A.(1986), “Human Migration,” Beverly Hills, CA., Sage Publications.
  • Collier, J. E., and Sherrell, D. L.(2010), “Examining the influence of control and convenience in a self-service setting,” Journal of the Academy of Marketing Science, 38(4), pp.490-509. [https://doi.org/10.1007/s11747-009-0179-4]
  • Curran, J. M., and Meuter, M. L.(2005), “Self-service technology adoption: comparing three technologies,” Journal of Services Marketing, 19(2), pp.103-113. [https://doi.org/10.1108/08876040510591411]
  • Dabholkar, P. A.(1996), “Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality,” International Journal of Research in Marketing, 13(1), pp.29-51. [https://doi.org/10.1016/0167-8116(95)00027-5]
  • Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989), “User acceptance of computer technology: a comparison of two theoretical models,” Management Science, 35(8), pp. 982-1003. [https://doi.org/10.1287/mnsc.35.8.982]
  • Dick, A. S., and Basu, K.(1994), “Customer loyalty: toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, 22(2), pp.99-113. [https://doi.org/10.1177/0092070394222001]
  • Dubé, J. P., Hitsch, G. J., and Rossi, P. E.(2009), “Do switching costs make markets less competitive?,” Journal of Marketing Research, 46(4), pp.435-445. [https://doi.org/10.1509/jmkr.46.4.435]
  • Elhai, J. D., Tiamiyu, M., and Weeks, J.(2018), “Depression and social anxiety in relation to problematic smartphone use,” Internet Research, 28(2), pp.315-332 [https://doi.org/10.1108/IntR-01-2017-0019]
  • Fornell, C., and Larcker, D. F.,(1981), “Evaluating structural equation models with unobservable variables and meaꠓsurement error,” Journal of Marketing Research, 18(1), pp.39-50. [https://doi.org/10.1177/002224378101800104]
  • Froehle, C. M., and Roth, A. V.(2004), “New measurement scales for evaluating perceptions of the technology-mediated customer service experience,” Journal of Operations Management, 22(1), pp.1-21. [https://doi.org/10.1016/j.jom.2003.12.004]
  • Gremler, D. D., and Gwinner, K. P.(2000), “Customer-employee rapport in service relationships,” Journal of Service Research, 3(1), pp.82-104. [https://doi.org/10.1177/109467050031006]
  • Gremler, D. D., and Gwinner, K. P.(2008), “Rapport-building behaviors used by retail employees,” Journal of Retailing, 84(3), pp.308-324. [https://doi.org/10.1016/j.jretai.2008.07.001]
  • Han, S. L. and Park, S. M.(2009), “Effects of Technology Readiness on the Attitude and Usage Intention of Self Service Technology,“ Entrue Journal of Information Technology, 8(2), pp.51-63.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R.(2006), Multivariate data analysis, Uppersaddle River.
  • Holbrook, M. B.(1999), Consumer value: a framework for analysis and research, Psychology Press.
  • Hou, A. C., Chern, C. C., Chen, H. G., and Chen, Y. C.(2009), “Using demographic migration theory to explore why people switch between online games,” in 2009 42nd Hawaii International Conference on System Sciences, IEEE, Hawaii, U.S.A., 2009
  • Hou, A. C. Y., Chern, C. C., Chen, H. G., and Chen, Y. C.(2011), “Migrating to a new virtual world: exploring MMORPG switching through human migration theory”, Computers in Human Behavior, 27(5), pp.1892-1903. [https://doi.org/10.1016/j.chb.2011.04.013]
  • Hsieh, J. K., Hsieh, Y. C., Chiu, H. C. and Feng, Y. C.(2012), “Post-adoption switching behavior for online service substitutes: a perspective of the Push–Pull–Mooring framework,” Computers in Human Behavior, 28(5), pp. 1912-1920. [https://doi.org/10.1016/j.chb.2012.05.010]
  • Igbaria, M., Parasuraman, S., and Baroudi, J. J. (1996), “A motivational model of microcomputer usage,” Journal of Management Information Systems, 13(1), pp.127-143. [https://doi.org/10.1080/07421222.1996.11518115]
  • Jackson, C. M., Chow, S. and Leitch, R. A.(1997), “Toward and understanding of the behaviral intention to use an information system,” Decision Sciences, 28(2), pp.357-389. [https://doi.org/10.1111/j.1540-5915.1997.tb01315.x]
  • Jeong, G. Y.(2020), “The Influence of Self-Compassion of Vietnamese Hotel Employees on Relationship Commitment through Rapport,” International Area Studies Review, 24(1), pp.51-74. [https://doi.org/10.21212/IASR.24.1.3]
  • Jones, M. A., Mothersbaugh, D. L., and Beatty, S. E.(2002), “Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes,” Journal of Business Research, 55(6), pp.441-450. [https://doi.org/10.1016/S0148-2963(00)00168-5]
  • Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., and Beatty, S. E.(2007), “The positive and negative effects of switching costs on relational outcomes,” Journal of Service Research, 9(4), pp.335-355. [https://doi.org/10.1177/1094670507299382]
  • JoongAang Daily, https://news.joins.com/article/23997669, (retrieved March 2021).
  • Jung, S. K., and Yang, J. H.(2013), “The effects of perceived relationship benefits of kiosk service users on satisfaction and loyalty: Focused on moderating effects of consumer innovation and rationality,” Marketing Management Research, 18(2), pp.47-72.
  • Kang, J. H.(2018), “A study on consumer acceptance intention of unmanned order payment systems of foodservice companies: Targeted on chatbots and digital kiosks,” International Journal of Tourism and Hospitality Research, 32(1), pp.153-168. [https://doi.org/10.21298/IJTHR.2018.01.32.1.153]
  • Keaveney, S. M.(1995), “Customer switching behavior in service industries: An exploratory study,” Journal of Marketing, 59(2), pp.71-82. [https://doi.org/10.1177/002224299505900206]
  • Keaveney, S. M., and Parthasarathy, M.(2001), “Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors,” Journal of the Academy of Marketing Science, 29(4), pp.374-390. [https://doi.org/10.1177/03079450094225]
  • Kim, G., Shin, B., and Lee, H. G.(2006), “A study of factors that affect user intentions toward email service switching,” Information & Management, 43(7), pp.884-893. [https://doi.org/10.1016/j.im.2006.08.004]
  • Kim, S. S., and Son, J. Y.(2009), “Out of dedication or constraint? A dual model of post-adoption phenomena and its empirical test in the context of online services,” MIS Quarterly, 33(1), pp.49-70. [https://doi.org/10.2307/20650278]
  • Ko, M. S., and Heo, S. M.(2005), “Global management strategy of 21st century air transport market; airline reservation and procedure: Airline self service check-in kiosk introduction and investment efficiency analysis,” Korea Aviation Management Association Fall Conference, 2005, 397-411.
  • Leary, M. R., Kowalski, R. M., and Campbell, C. D.(1988), “Self-presentational concerns and social anxiety: The role of generalized impression expectancies,” Journal of Research in Personality, 22(3), pp.308-321. [https://doi.org/10.1016/0092-6566(88)90032-3]
  • Lee, C. W., and Kim, H. C.(2006), “An Analysis of Influences of Chemyon(Social-Face) Sensitivity, Social Anxiety and Self-esteem on Uncertainty Avoidance Tendency,” The Korean Psychological Association, 20(3), pp.17-30.
  • Lee, E. S.(1966), “A theory of migration”, Demography, 3(1), pp.47-57. [https://doi.org/10.2307/2060063]
  • Lee, J. H.(2016), “The effects of non-technological innovation on technological innovation: Focused on the comparison of manufacturing and service industry,” Industrial Innovation Research, 32(2), pp.1-32.
  • Lee, S. H.,(2020), “The Structural Relationship among Characteristics, Cognitive Value, Customer Trust and Visiting Intention of Technology-Based SelfService (TBSS) System in Fast Food Stores,” Culinary Science & Hospitality Research, 26(7), pp.129-141.
  • Longino, C. F.(1992), The forest and the trees: micro-level considerations in the study ofgeographic mobility in old age, Elderly Migration and Population Redistribution, London.
  • Luarn, P. and Lin, H. H.(2005), “Toward an understanding of the behavioral intention to use mobile banking,” Computers in Human Behavior, 21(6), pp.873-891. [https://doi.org/10.1016/j.chb.2004.03.003]
  • Meng, B. G., Park, K. S., and Oh, S. W.(2017), “Technology based self service attitude and adjustment effectiveness of technology readiness, user characteristics, and situational factors,” Service Management Journal, 18(3), pp.69-104.
  • Meuter, M. L., Ostrom, A. L., Bitner, M. J., and Roundtree, R.(2003), “The influence of technology anxiety on consumer use and experiences with self-service technologies,” Journal of Business Research, 56(11), pp. 899-906. [https://doi.org/10.1016/S0148-2963(01)00276-4]
  • Meuter, M. L., Ostrom, A. L., Roundtree, R. I., and Bitner, M. J.(2000), “Self-service technologies: understanding customer satisfaction with technology-based service encounters,” Journal of Marketing, 64(3), pp.50-64. [https://doi.org/10.1509/jmkg.64.3.50.18024]
  • Min, B, K., and Park, J. Y.(2010), “A study on the acceptance factors of self - service users based on technology,” Journal of Technology Innovation, 13(1), pp.204-230.
  • Moon, B.(1995), “Paradigms in migration research: exploring “moorings” as a schema,” Progress in Human Geography. 19(4), pp.504-524. [https://doi.org/10.1177/030913259501900404]
  • Moon, H.(2018), “A Study on Customer-based IT Service in Restaurant Industry - Focused on Technology Acceptance Model -,” Journal of Tourism and Leisure Research, 30(5), pp.325-339 [https://doi.org/10.31336/JTLR.2018.05.30.5.325]
  • Muhammad, M. A.(2018, April). IKiS Self Service Kiosk for Library Service. In Prosiding International conference on Information Technology and Business (ICITB) (pp. 137-142).
  • Muller, C.(2010), “Hospitality technology a review and reflection,” World wide Hospitality and Tourism Themes, 2(1), pp.9-19. [https://doi.org/10.1108/17554211011012568]
  • Parasuraman, A.(2000), “Technology Readiness Index (TRI) a multiple-item scale to measure readiness to embrace new technologies,” Journal of Service Research, 2(4), pp.307-320. [https://doi.org/10.1177/109467050024001]
  • Park, E. Y.(2018), “A study on GUI design of fast food point kiosk for effective interaction,” Journal of the Digital Contents Society, 19(6), pp.1043-1050. [https://doi.org/10.9728/dcs.2018.19.6.1043]
  • Park, J. W., and Lee, H. R.(2020), “The effect of fast food restaurant customers’ kiosk use on acceptance intention and continuous use intention: Applying UTAUT2 model and moderating effect of familiarity,” Journal of Tourism Sciences, 44(2), pp.207-228. [https://doi.org/10.17086/JTS.2020.44.2.207.228]
  • Park, S. C., and Chung, N. H.(2012), “User Adoption of Social Media for Tour Information Source Switching Behavior: A Migration Theoretic Perspective,” Journal of Tourism Sciences, 36(7), pp.115-138.
  • Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., and Pahnila, S.(2004), “Consumer acceptance of online banking: an extension of the technology acceptance model,” Internet Research, 14(3), pp.224-235. [https://doi.org/10.1108/10662240410542652]
  • Porter, M. E., & Strategy, C.(1980), Techniques for analyzing industries and competitors, Competitive Strategy, New York.
  • Price, L. L., and Arnould, E. J.(1999), “Commercial friendships: Service provider–client relationships in context,” Journal of Marketing, 63(4), pp.38-56. [https://doi.org/10.1177/002224299906300405]
  • Ravenstein, E. G.(1885), “The laws of migration,” Journal of the statistical society of London, 48(2), pp.167-235. [https://doi.org/10.2307/2979181]
  • Schlenker, B. R., and Leary, M. R.(1982), “Social anxiety and self-presentation: A conceptualization model,” Psychological Bulletin, 92(3), pp.641-669. [https://doi.org/10.1037/0033-2909.92.3.641]
  • Shin, D.-I. and Kwahk, K,-Y.(2019), “Investigating the Spiral of Silence Effect in Social Media: Focusing on SNS Self-presentation Tendency,” Korean Management Review, 48(5), pp.1363-1396. [https://doi.org/10.17287/kmr.2019.48.5.1363]
  • Spector, I. P., Pecknold, J. C., and Libman, E.(2003), “Selective attentional bias related to the noticeability aspect of anxiety symptoms in generalized social phobia,” Journal of Anxiety Disorders, 17(5), pp.517-531. [https://doi.org/10.1016/S0887-6185(02)00232-3]
  • Sundaram, D. S., and Webster, C.(2000), “The role of nonverbal communication in service encounters,” Journal of Services Marketing, 14(5), pp.378-391. [https://doi.org/10.1108/08876040010341008]
  • Tickle-Degnen, L., and Rosenthal, R.(1990), “The nature of rapport and its nonverbal correlates,” Psychological Inquiry, 1(4), pp.285-293. [https://doi.org/10.1207/s15327965pli0104_1]
  • Van Beuningen, J., De Ruyter, K., Wetzels, M., and Streukens, S.(2009), “Customer self-efficacy in technology-based self-service: assessing between-and within-person differences,” Journal of Service Research, 11 (4), pp.407-428. [https://doi.org/10.1177/1094670509333237]
  • Van Selm, M., and Jankowski, N. W.(2006), “Conducting online surveys,” Quality and Quantity, 40(3), pp.435-456. [https://doi.org/10.1007/s11135-005-8081-8]
  • Venkatesch, V., Morris, M. G., Davis, G. B., and Davis, F. D.(2003), “User acceptance of information technology: toward a unified view,” MIS Quarterly, 27(3), pp.425-478. [https://doi.org/10.2307/30036540]
  • Venkatesh, V.(2000), “Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model,” Information Systems Research, 11(4), pp.342-365. [https://doi.org/10.1287/isre.11.4.342.11872]
  • Wang, C., Harris, J., and Patterson, P. G.(2012), “Customer choice of self-service technology: the roles of situational influences and past experience,” Journal of Service Management, 23(1), pp.54-78. [https://doi.org/10.1108/09564231211208970]
  • Wang, M. C. H.(2012), “Determinants and consequences of consumer satisfaction with self-service technology in a retail setting,” Managing Service Quality: An International Journal, 22(2), pp.128-144. [https://doi.org/10.1108/09604521211218945]
  • Wernerfelt, B.(1985), “Brand loyalty and user skills,” Journal of Economic Behavior & Organization, 6(4), pp.381-385. [https://doi.org/10.1016/0167-2681(85)90005-8]
  • Wu, K., Vassileva, J., and Zhao, Y.(2017), “Understanding users' intention to switch personal cloud storage services: Evidence from the Chinese market,” Computers in Human Behavior, 68, pp.300-314. [https://doi.org/10.1016/j.chb.2016.11.039]
  • Yang, H. J., and Lee, S. H.(2007), “The effect of technology based self service convenience, customer experience cost, and service quality on customer productivity and customer value,” Journal of Business Research, 22(3), pp.1-26.
  • Yun, J. P.(2012), The Concept and Understanding of Professor Woo Jong-pil's Structural Equation Model. Seoul: Hannarae Academy.
  • Zeelenberg, M., and Pieters, R.(2004), “Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services,” Journal of Business Research, 57(4), pp. 445-455. [https://doi.org/10.1016/S0148-2963(02)00278-3]
  • Zeithaml, V. A., Bitner, M. J., and Gremler, D. D.(2006), Service marketing: Integrating customer focus across the firm(4th ed). New York: McGraw-Hi.
  • Zeithaml, V. A., Parasuraman, A., and Berry, L. L. (1985), “Problems and strategies in services marketing,” Journal of Marketing, 49(2), pp.33-46.

∙ The author Yerin Yhee is a Ph.D. student in the Smart Tourism Education Platform, Graduate school, Kyung Hee University and is also a research assistant of smart tourism research center (STRC). Her current research interests include smart tourism, data-driven service design in tourism, tourist’s behavior and behavior.

∙ The author Namho Chung is a Professor at the Smart Tourism Education Platform, College of Hotel and Tourism Management, and the Director of Smart Tourism Research Center at Kyung Hee University. He is a Co-Editors-in-Chief of Journal of Smart Tourism. He leads smart tourism cities projects in the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea. His name is listed in the Hall of Fame at Kyung Hee University for his outstanding achievements.

∙ The author Chulmo Koo is professor at Kyung Hee University and a Editors-in-Chief of Journal of Smart Tourism.s He has been actively publishing over 50 SSCI level journals including top tier journals regarding smart tourism and IT. He was invited as a guest editor of many mainstream smart tourism journals such as: Information and Management, International Journal of Information Management, Computer in Human Behavior, Information System Frontiers.