The role of self-service technology within service retailing

The role of self-service technology within service retailing Essay example
Ph.D.
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Marketing
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Self-service technologies (SSTs): The role of self-service technology within service retailing Name Instructor Class 2 September 2011 Executive Summary SSTs have a large role to play in the airline sector, because it can improve operational efficiency, competitiveness, and customer service…

Introduction

The main disadvantages of SSTs are they cannot be fully operated due to existing regulatory challenges and issues, as well as airport processes, and their breakdowns can reduce customer satisfaction. Marketers should advance SSTs more aggressively by defining SST interfaces and their goals through a concrete SST strategy. Airliners should develop marketing strategies for their SSTs that revolve around delivering higher customer value, by boosting awareness for SST in diverse means and locations, where they can educate consumers about their uses and benefits. Airliners should also regularly assess internal and external customer satisfaction with SST through a mixed survey and in-depth interview approach, where antecedents and consequences of SST are examined and tested. These studies should help further align SSTs with the firm's strategic goals and objectives, where both internal and external customer satisfaction are met. ...
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