Applications of the SSTQUAL Scale for Self-Service Technology Quality Assessment A Case of Airline Business in Thailand
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Published:
Jan 9, 2020
Keywords:
Self-Service Technology SSTQUAL Service Quality Airline
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Abstract
This academic article aims to study the scale for measuring the service quality of self-service technology by focusing on the airline business. This type of technology is considered an e-channel to serve airline customers, allowing them to perform various activities on websites and mobile applications and via kiosks.
This article argues that measuring service quality related to customer-technology interaction should be performed by using an appropriate measurement scale. Because the famous SERVQUAL model alone might be not suitable for quality assessment of all types of services, especially services without human contact, this paper then purposes a measurement scale named SSTQUAL developed for measuring electronic service quality. The reliability and validity of its multiple-item scales were tested, and the results showed that the SSTQUAL scale, which consist of 7 dimensions including functionality, enjoyment, security/privacy, assurance, design, convenience and customization, can be used to measure service quality delivered through self-service technology across contexts in today’s environment. This article also points out that few, if any, research has employed the SSTQUAL scale to measure the self-service technology quality in the context of airline business in Thailand.
Article Details
How to Cite
สุวรรณกูล เ. (2020). Applications of the SSTQUAL Scale for Self-Service Technology Quality Assessment: A Case of Airline Business in Thailand. International Thai Tourism Journal, 15(2), 106–120. retrieved from https://so02.tci-thaijo.org/index.php/jitt/article/view/200118
Section
Research Article
References
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Chang, H.-L., & Yang, C.-H. (2008). Do airline self-service check-in kiosks meet the needs of passengers? Tourism Management, 29(5), 980-993.
Choi, J.-H., & Park, J.-W. (2014). Investigating the factors influencing the usage of smart entry service: Incheon International Airport case study. International Business Research, 7(1), 74.
Considine, E., & Cormican, K. (2016). Self-service Technology Adoption: An Analysis of Customer to Technology Interactions. Procedia Computer Science, 100, 103-109.
Considine, E., & Cormican, K. (2017). The rise of the prosumer: An analysis of self-service technology adoption in a corporate context. SciKA-Association for Promotion and Dissemination of Scientific Knowledge, 5(2), 25-39.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of research in Marketing, 13(1), 29-51.
Ekiz, H., Hussain, K., & Bavik, A. (2006). Perceptions of service quality in North Cyprus national airline. Tourism and Hospitality Industry, 3-5.
Hanke, M. (2016). Airline e-Commerce: Log on. Take off: Routledge.
IATA. (2015). Fast Travel Program Strategy. Retrieved April 20, 2019 from https://www.iata.org/whatwedo/passenger/fast-travel/Documents/Fast-Travel-Program-Strategy-V7.pdf
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Kho, C. C. (2017). STUDI KUANTITATIF PENGARUH SELF-SERVICE TECHNOLOGY QUALITY (SSTQUAL) TERHADAP KEPUASAN DAN LOYALITAS MAHASISWA PADA FASILITAS INPUT ONLINE DI FAKULTAS BISNIS DAN EKONOMIKA UNIVERSITAS SURABAYA. CALYPTRA, 6(2), 675–690-675–690.
Kumar, R., & Mittal, A. (2015). Customer Satisfaction and Service Quality Perception of Technology based-Banking Services: A Study on Selected Public Sector Banks in India. Global Journal of Management And Business Research.
Lin, J.-S. C., & Hsieh, P.-L. (2011). Assessing the self-service technology encounters: development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194-206.
Mango, W., Muceldili, B., & Erdil, O. (2017). AN INVESTIGATION OF SELF-SERVICE TECHNOLOGY (SST) OF PARTICIPATION BANKING IN TURKEY. Journal of Economics Finance and Accounting, 4(2), 145-153.
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Nok Air. (2019). Annual Report 2018. Retrieved June 29, 2019 from https://nok.listedcompany.com/misc/AR/20190410-nok-ar2018-en-02.pdf
Oh, H., Jeong, M., & Baloglu, S. (2013). Tourists' adoption of self-service technologies at resort hotels. Journal of Business Research, 66(6), 692-699.
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
Radomir, L., & Nistor, C. V. (2012). High-educated consumer perceptions of service quality: an assessment of the SSTQUAL scale in the Romanian banking industry. Procedia Economics and Finance, 3, 858-864.
Shin C., & Lee H. (2012). A Study on Airlines' Self-Service Technology(SST) Quality affecting Customer Satisfaction and Behavioral Intention. Tourism Management Research, 51, 97-117.
Singh, A. (2018). Evaluating Passengers’ Perceived Service Quality Towards Self-Service Luggage Check-In Technologies at Airports Using SSTQUAL Scale. Arizona State University,
SITA. (2017). 2017 Passenger IT Trends. Retrieved January 20, 2019 from https://www.sita.aero/globalassets/docs/infographics/2017-passenger-it-trends-infographic.pdf
Thai Airways. (2019). Annual Report 2018. Retrieved June 29, 2019 from https://thai.listedcompany.com/misc/ar/20190409-thai-ar2018-en.pdf
Thai Lion Air. (2019). Start | Check In. Retrieved June 29, 2019 from https://www.lionairthai.com/en/Flight/Web-Checkin
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services marketing : integrating customer focus across the firm (5th ed.). Boston: Boston : McGraw-Hill Irwin.
Alotaibi, M. M. (2015). Evaluation of “AIRQUAL” scale for measuring airlines service quality and its effect on customer satisfaction and loyalty.
Asia Aviation. (2019). Annual Report 2019. Retrieved June 29, 2019 from https://aav.listedcompany.com/misc/AR/20190322-aav-ar2018-en-02.pdf
Bangkok Airways. (2019). Annual Report 2018. Retrieved June 29, 2019 from https://ba.listedcompany.com/misc/ar/20190318-ba-ar2018-en.pdf
Castillo-Manzano, J. I., & López-Valpuesta, L. (2013). Check-in services and passenger behaviour: Self service technologies in airport systems. Computers in Human Behavior, 29(6), 2431-2437.
Chang, H.-L., & Yang, C.-H. (2008). Do airline self-service check-in kiosks meet the needs of passengers? Tourism Management, 29(5), 980-993.
Choi, J.-H., & Park, J.-W. (2014). Investigating the factors influencing the usage of smart entry service: Incheon International Airport case study. International Business Research, 7(1), 74.
Considine, E., & Cormican, K. (2016). Self-service Technology Adoption: An Analysis of Customer to Technology Interactions. Procedia Computer Science, 100, 103-109.
Considine, E., & Cormican, K. (2017). The rise of the prosumer: An analysis of self-service technology adoption in a corporate context. SciKA-Association for Promotion and Dissemination of Scientific Knowledge, 5(2), 25-39.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of research in Marketing, 13(1), 29-51.
Ekiz, H., Hussain, K., & Bavik, A. (2006). Perceptions of service quality in North Cyprus national airline. Tourism and Hospitality Industry, 3-5.
Hanke, M. (2016). Airline e-Commerce: Log on. Take off: Routledge.
IATA. (2015). Fast Travel Program Strategy. Retrieved April 20, 2019 from https://www.iata.org/whatwedo/passenger/fast-travel/Documents/Fast-Travel-Program-Strategy-V7.pdf
IATA. (2016). 2016 GLOBAL PASSENGER SURVEY. Retrieved April 20, 2019 from https://www.iata.org/publications/store/Documents/GPS-2016-Highlights-Final.pdf
Kho, C. C. (2017). STUDI KUANTITATIF PENGARUH SELF-SERVICE TECHNOLOGY QUALITY (SSTQUAL) TERHADAP KEPUASAN DAN LOYALITAS MAHASISWA PADA FASILITAS INPUT ONLINE DI FAKULTAS BISNIS DAN EKONOMIKA UNIVERSITAS SURABAYA. CALYPTRA, 6(2), 675–690-675–690.
Kumar, R., & Mittal, A. (2015). Customer Satisfaction and Service Quality Perception of Technology based-Banking Services: A Study on Selected Public Sector Banks in India. Global Journal of Management And Business Research.
Lin, J.-S. C., & Hsieh, P.-L. (2011). Assessing the self-service technology encounters: development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194-206.
Mango, W., Muceldili, B., & Erdil, O. (2017). AN INVESTIGATION OF SELF-SERVICE TECHNOLOGY (SST) OF PARTICIPATION BANKING IN TURKEY. Journal of Economics Finance and Accounting, 4(2), 145-153.
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Nok Air. (2019). Annual Report 2018. Retrieved June 29, 2019 from https://nok.listedcompany.com/misc/AR/20190410-nok-ar2018-en-02.pdf
Oh, H., Jeong, M., & Baloglu, S. (2013). Tourists' adoption of self-service technologies at resort hotels. Journal of Business Research, 66(6), 692-699.
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
Radomir, L., & Nistor, C. V. (2012). High-educated consumer perceptions of service quality: an assessment of the SSTQUAL scale in the Romanian banking industry. Procedia Economics and Finance, 3, 858-864.
Shin C., & Lee H. (2012). A Study on Airlines' Self-Service Technology(SST) Quality affecting Customer Satisfaction and Behavioral Intention. Tourism Management Research, 51, 97-117.
Singh, A. (2018). Evaluating Passengers’ Perceived Service Quality Towards Self-Service Luggage Check-In Technologies at Airports Using SSTQUAL Scale. Arizona State University,
SITA. (2017). 2017 Passenger IT Trends. Retrieved January 20, 2019 from https://www.sita.aero/globalassets/docs/infographics/2017-passenger-it-trends-infographic.pdf
Thai Airways. (2019). Annual Report 2018. Retrieved June 29, 2019 from https://thai.listedcompany.com/misc/ar/20190409-thai-ar2018-en.pdf
Thai Lion Air. (2019). Start | Check In. Retrieved June 29, 2019 from https://www.lionairthai.com/en/Flight/Web-Checkin
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services marketing : integrating customer focus across the firm (5th ed.). Boston: Boston : McGraw-Hill Irwin.
