|
Title:
|
USING SELF-SERVICE TECHNOLOGIES (SST) IN A RETAIL SETTING: A STUDY IN TAIWANS CONVENIENCE STORE CONTEXT |
|
Author(s):
|
Wee Kheng Tan , Shih Kuo Chen |
|
ISBN:
|
978-972-8924-66-9 |
|
Editors:
|
Piet Kommers, Pedro Isaías and Nian-Shing Chen |
|
Year:
|
2008 |
|
Edition:
|
Single |
|
Keywords:
|
Self-Service Technology, Convenience Store, 7-Eleven, ibon |
|
Type:
|
Full Paper |
|
First Page:
|
177 |
|
Last Page:
|
184 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Self-service method of sale is the standard operational mode for convenience store. Self-service technology (SST)
facilities are also starting to become a standard feature in Taiwans convenience store. In 2007, 7-Eleven, a major
convenience store operator in Taiwan, aggressively introduced ibon, a customized interactive multimedia kiosk system
with a touch-screen monitor to increase its package of services available to its customers. Functions of ibon include
mobile office functions, accepting bill payment, purchase and making leisure-related arrangement (e.g. hotel and theme
park booking). This act moves beyond introducing SST for service transactions which do not add value or have revenueenhancing
opportunity to extending SST as a form of delivery of new services. It is also a response to the highly
competitive retailing environment in Taiwan. Through research framework and analyses, we found that SST must both
be useful and easy to use. Operators should take into account the nature of their customer base when considering the
types of functions to include in their revenue-generating SSTs. As an example, more convenience-related functions in
the SSTs will be appealing to convenience stores customers who largely value convenience more. Functions which
appeal more to young people should also be a standard feature. Currently, ibon is already able to add to customers
overall satisfaction with the convenience store. Hence, when introduced appropriately and with the customers needs in
mind, revenue-generating SSTs can enhance customers satisfaction and strengthen the image and reputation of the firm. |
|
|
|
|
|
|
