Customers’ Priority to Implement SSTs Using AHP Analysis
Self-service technologies (SSTs) make an important
contribution to the daily life of people nowadays. However, the
introduction of SST does not lead to its usage. Thereby, this paper
was an attempt on discovery of the most preferred SST in the
customers’ point of view. To fulfill this aim, the Analytical Hierarchy
Process (AHP) was applied based on Saaty’s questionnaire which
was administered to the customers of e-banking services located in
Golestan providence, northern Iran. This study used qualitative
factors in association with the intention of consumers’ usage of SSTs
to rank three SSTs: ATM, mobile banking and internet banking. The
results showed that mobile banking get the highest weight in
consumers’ point of view. This research can be useful both for
managers and service providers and also for customers who intend to
use e-banking.
[1] M. L. Meuter, A. L. Ostrom, R. I. Roundtree, and M. J. Bitner, "Self-
Service technologies: understanding customer satisfaction with
technology-based service encounters," Journal of marketing, vol. 64, no.
3, pp. 50-64, 2000.
[2] M. Salehi, and M. Alipour, "E-Banking in emerging economy: empirical
evidence of iran," International Journal of Economics and Finance, vol.
2, no. 1, pp. p201, 2014.
[3] P. K. Mills, and D. J. Moberg, "Perspectives on the technology of
service operations," Academy of Management Review, vol. 7, no. 3, pp.
467-478, 1982.
[4] B. Schneider, J. J. Parkington, and V. M. Buxton, "Employee and
customer perceptions of service in banks," Administrative Science
Quarterly, vol. 25, no. 2, pp. 252-267, 1980.
[5] J. M. Curran, and M. L. Meuter, "Self-service technology adoption:
comparing three technologies," Journal of Services Marketing, vol. 19,
pp. 103-113, 2005.
[6] T. Pikkarainen, K. Pikkarainen, H. Karjaluoto, and S. Pahnila,
"Consumer acceptance of online banking: an extension of the
technology acceptance model," Internet research, vol. 14, no. 3, pp. 224-
235, 2004.
[7] R. H. Walker, M. Craig-Lees, R. Hecker, and H. Francis, "Technologyenabled
service delivery: an investigation of reasons affecting customer
adoption and rejection," International Journal of Service Industry
Management, vol. 13, pp. 91-106, 2002.
[8] M. L. Meuter, A. L. Ostrom, M. J. Bitner, and R. Roundtree, "The
influence of technology anxiety on consumer use and experiences with
self-service technologies," Journal of Business Research, vol. 56, pp.
899-906, 2003.
[9] T. Natarajan, S. Balasubramanian, and S. Manickavasagam,
"Customer’s choice amongst self service technology (SST): channels in
retail banking: a study using analytical hierarchy process (AHP),"
Journal of Internet Banking and Commerce, vol. 15, no. 2, pp. 2010.
[10] D. F. Cox, and S. U. Rich, "Perceived risk and consumer decisionmaking:
the case of telephone shopping," Journal of marketing research,
vol. 1, no. 4, pp. 32-39, 1964.
[11] N. Lim, "Consumers’ perceived risk: sources versus consequences,"
Electronic Commerce Research and Applications, vol. 2, pp. 216-228,
2003.
[12] T. L. Saaty, "The analytic hierarchy process: planning, priority setting,
resources allocation," New York: McGraw, 1980.
[13] Y. Lee, and K. A. Kozar, "Investigating the effect of website quality on
e-business success: an analytic hierarchy process (AHP) approach,"
Decision support systems, vol. 42, pp. 1383-1401, 2006.
[14] S. Zokaee, S. B. Ebrahimi, and M. Ghazizadeh, "Electronic payment
systems evaluation: a case study in iran," Information Management &
Business Review, vol. 4, no. 3, pp. 2012.
[15] Y. Chou, C. Lee, and J. Chung, "Understanding m-commerce payment
systems through the analytic hierarchy process," Journal of Business
Research, vol. 57, pp. 1423-1430, 2004.
[1] M. L. Meuter, A. L. Ostrom, R. I. Roundtree, and M. J. Bitner, "Self-
Service technologies: understanding customer satisfaction with
technology-based service encounters," Journal of marketing, vol. 64, no.
3, pp. 50-64, 2000.
[2] M. Salehi, and M. Alipour, "E-Banking in emerging economy: empirical
evidence of iran," International Journal of Economics and Finance, vol.
2, no. 1, pp. p201, 2014.
[3] P. K. Mills, and D. J. Moberg, "Perspectives on the technology of
service operations," Academy of Management Review, vol. 7, no. 3, pp.
467-478, 1982.
[4] B. Schneider, J. J. Parkington, and V. M. Buxton, "Employee and
customer perceptions of service in banks," Administrative Science
Quarterly, vol. 25, no. 2, pp. 252-267, 1980.
[5] J. M. Curran, and M. L. Meuter, "Self-service technology adoption:
comparing three technologies," Journal of Services Marketing, vol. 19,
pp. 103-113, 2005.
[6] T. Pikkarainen, K. Pikkarainen, H. Karjaluoto, and S. Pahnila,
"Consumer acceptance of online banking: an extension of the
technology acceptance model," Internet research, vol. 14, no. 3, pp. 224-
235, 2004.
[7] R. H. Walker, M. Craig-Lees, R. Hecker, and H. Francis, "Technologyenabled
service delivery: an investigation of reasons affecting customer
adoption and rejection," International Journal of Service Industry
Management, vol. 13, pp. 91-106, 2002.
[8] M. L. Meuter, A. L. Ostrom, M. J. Bitner, and R. Roundtree, "The
influence of technology anxiety on consumer use and experiences with
self-service technologies," Journal of Business Research, vol. 56, pp.
899-906, 2003.
[9] T. Natarajan, S. Balasubramanian, and S. Manickavasagam,
"Customer’s choice amongst self service technology (SST): channels in
retail banking: a study using analytical hierarchy process (AHP),"
Journal of Internet Banking and Commerce, vol. 15, no. 2, pp. 2010.
[10] D. F. Cox, and S. U. Rich, "Perceived risk and consumer decisionmaking:
the case of telephone shopping," Journal of marketing research,
vol. 1, no. 4, pp. 32-39, 1964.
[11] N. Lim, "Consumers’ perceived risk: sources versus consequences,"
Electronic Commerce Research and Applications, vol. 2, pp. 216-228,
2003.
[12] T. L. Saaty, "The analytic hierarchy process: planning, priority setting,
resources allocation," New York: McGraw, 1980.
[13] Y. Lee, and K. A. Kozar, "Investigating the effect of website quality on
e-business success: an analytic hierarchy process (AHP) approach,"
Decision support systems, vol. 42, pp. 1383-1401, 2006.
[14] S. Zokaee, S. B. Ebrahimi, and M. Ghazizadeh, "Electronic payment
systems evaluation: a case study in iran," Information Management &
Business Review, vol. 4, no. 3, pp. 2012.
[15] Y. Chou, C. Lee, and J. Chung, "Understanding m-commerce payment
systems through the analytic hierarchy process," Journal of Business
Research, vol. 57, pp. 1423-1430, 2004.
@article{"International Journal of Business, Human and Social Sciences:68458", author = "Mohammad Jafariahangari and Marjan Habibi and Miresmaeil Mirnabibaboli and Mirza Hassan Hosseini", title = "Customers’ Priority to Implement SSTs Using AHP Analysis", abstract = "Self-service technologies (SSTs) make an important
contribution to the daily life of people nowadays. However, the
introduction of SST does not lead to its usage. Thereby, this paper
was an attempt on discovery of the most preferred SST in the
customers’ point of view. To fulfill this aim, the Analytical Hierarchy
Process (AHP) was applied based on Saaty’s questionnaire which
was administered to the customers of e-banking services located in
Golestan providence, northern Iran. This study used qualitative
factors in association with the intention of consumers’ usage of SSTs
to rank three SSTs: ATM, mobile banking and internet banking. The
results showed that mobile banking get the highest weight in
consumers’ point of view. This research can be useful both for
managers and service providers and also for customers who intend to
use e-banking.
", keywords = "Analytical Hierarchy Process, Decision-making, Ebanking,
Iran, Self-service technologies.", volume = "8", number = "12", pages = "3854-5", }
