관광객들의 셀프서비스기술을 이용한 비대면 서비스로의 전환 의도에 영향을 미치는 요인에 관한 연구: 이주이론을 중심으로 (A Study on the Factors Affecting Tourists’ Intention to Switching to Contactless Services Using Self-Service Technology: Focusing on Migration Theory)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 50권 / 5호 / 1279 ~ 1305페이지
· 저자명 : 이예린, 정남호, 구철모

초록

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.

영어초록

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.

참고자료

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