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Relationship Performance on Self-Service Technology: Relationship Maintenance and Perceived Relationship Investment

Author

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  • Powen Fang

    (National Cheng Kung University, Taiwan)

  • Yaochuan Tsai

    (National Cheng Kung University, Taiwan)

  • Hsinhsin Chang

    (National Cheng Kung University, Taiwan)

Abstract

Purpose: This paper extends the dedication-based relationship maintenance mechanism of social exchange theory and customer perceived relationship investment to study the relationship performance of a convenience store launching an in-store kiosk business. Meanwhile, computer anxiety and time consciousness are hypothesized to moderate the effects among the relationships. Design/methodology/approach: Results of data analysis, with in-store kiosk use experience data collected for 211 in-store kiosk users, supported our model. Findings: Our results confirm that dedication-based relationship maintenance is related to perceived relationship investment. Higher levels of customer-perceived relationship investment impact relationship performance. Computer anxiety and time consciousness act separately as both partial and full moderators. Originality/value: We found that the businesses that launch in-store kiosk businesses determine customer perceptions of relationship investment. This study found that customers with computer anxiety have an anchor to the use of technology. customers who think of time as a resource escalate the effect between their perceptions that a business has invested effort in relationship building and the development of customer loyalty.

Suggested Citation

  • Powen Fang & Yaochuan Tsai & Hsinhsin Chang, 2013. "Relationship Performance on Self-Service Technology: Relationship Maintenance and Perceived Relationship Investment," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    • Handle: RePEc:tkp:tiim13:s3_80-106
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    References listed on IDEAS

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