셀프서비스 기술 이용 소비자의 실용적/쾌락적 가치가 지각된 서비스 품질 및 만족에 미치는 영향

There is a growing interest in enhancing customer service quality through the implementation of self-service technologies. This study was conducted between May and June 2023, surveying 218 individuals in South Korea who had used self-service technologies. Using structural equation modeling (SEM), this study analyzed how customers' utilitarian and hedonic values influence their perception of service quality and satisfaction when using establishments with self-service technologies. The results revealed that customers' utilitarian and hedonic values derived from using self-service technologies positively impact crucial dimensions of service quality, such as tangibility, responsiveness, and empathy. Moreover, these service quality dimensions were found to significantly influence customer satisfaction. Furthermore, this study discovered significant moderating effects of age groups on the relationship between customers' utilitarian and hedonic values and service quality. To enhance service quality and satisfaction in retail shops utilizing self-service technology, this study suggests implementing more personalized and differentiated efforts, taking into consideration various customer characteristics, including age.