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|Title: ||Customer self-efficacy in self-service technology: assessing between- and within-person differences|
|Authors: ||van Beuningen, Jacqueline|
de Ruyter, Ko
|Issue Date: ||2009|
|Citation: ||JOURNAL OF SERVICE RESEARCH, 11(4). p. 407-428|
|Abstract: ||Firms increasingly offer customers the opportunity to coproduce self-service using online technologies. This requires novice customers to adopt a new role and engage in information search. This is particularly challenging in complex, high-risk services, such as online investment trading. Actively managing customers' task-specific self-confidence, or self-efficacy, in these types of technology-based self-service (TBSS) may convert novice customers into regular users and thereby increase return on investments. The authors show that self-efficacy increases novice customers' financial performance perceptions, service value evaluations, and future usage intentions. During online information search, novices focus on credibility and argument quality cues to determine their self-efficacy. The effects differ across information sources; third-party credibility and firm argument quality are most influential. Moreover, when consumers are highly engaged in their self-service role, the impact of credibility is strengthened, whereas that of argument quality is attenuated.|
|ISI #: ||000265446000007|
|Type: ||Journal Contribution|
|Validation: ||ecoom, 2010|
|Appears in Collections: ||Research publications|
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