Use intention of automated self-service services in mobile telecom

Authors

DOI:

https://doi.org/10.5902/1983465922122

Keywords:

Social Media, Consumer Behavior, Cognition, Emotion, Self-Service customer, Service technologies

Abstract

The aim of this study is to propose a model to evaluate consumers’ intention of adopting a new type customer service technology, self-service customer services (SSCS), analyzing the effects that consumers’ cognitive and affective perceptions about technology along with their communication with peers in social media have on their intention to adopt services of this nature. An online questionnaire was made available over the Internet to a base of 830,000 customers of a large mobile telecom carrier, with 5,262 valid questionnaires being obtained in response. Through structural equation modeling, the assumptions of the model were tested and the results show evidence of the influence of cognitive, emotional and social aspects on the consumer intention to adopt self-service customer service technologies.

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Author Biographies

Tito Mendes da Costa, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Mestre pela PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro. Área de concentração em Marketing.

Jorge Brantes Ferreira, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Prof. do Programa de Pós-Graduação em Administração da PUC-Rio. Atua nas áreas de inovação, marketing, marketing digital e gestão de tecnologias.

Angilberto Sabino de Freitas, Universidade Grande Rio, Rio de Janeiro, RJ

Prof. Adjunto do Programa de Pós-Graduação em Administração da Unigranrio. Atua nas áreas de estratégia, inovação, marketing e gestão de tecnologias.

Juliana Werneck Rodrigues, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Mestre e doutoranda pela PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro. Area de concentração em Marketing

Fernanda Leão Ramos, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Mestre pela PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro. Area de concentração em Marketing

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Published

2019-07-30

How to Cite

Costa, T. M. da, Ferreira, J. B., Freitas, A. S. de, Rodrigues, J. W., & Ramos, F. L. (2019). Use intention of automated self-service services in mobile telecom. Revista De Administração Da UFSM, 12(3), 562–579. https://doi.org/10.5902/1983465922122

Issue

Vol. 12 No. 3 (2019): Jul-Sep

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