Printing Kiosk Self-Service Technology in Retail
Printing Kiosk Self-Service Technology in Retail

Printing Kiosk Self-Service Technology in Retail

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  • Pages: 5 (2380 words)
  • Published: June 29, 2018
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Introduction The implementation of Self-service technology is rapidly increasing among industries and affects the way customer interacts with firms to enhance service outcomes. This proliferation of SST has grown in many positive ways between consumers and businesses for example almost half of all retail banking transactions are now conducted without the assistance of a bank teller (Lawrence and Karr, 1996). In this assignment, the author will introduce self-service technologies in retailing and how it works for the digital print photo kiosk.

There will be a discussion related to its pros, cons and characteristics; highlight of its role for retailers; identification of current trends in technology retailing. Interacting with Self-service technology (SST) is daily occurrence in our daily lives – when students are accessing their school account via personal lap tops, topping up the credits in the EZ-link cards for public transport or even going through online stores for Christmas shopping. Retailers can answer customer enquiries over the phone, sell items over the internet and even hotel’s automated room service ordering systems.

SST is defined as technological interfaces that allow customers to perform entire services on their own, without direct assistance from employees. It eases the work load by having selected actions automated. This can be an online or offline system. Technological interfaces enable companies to delight their customers instantly by allowing them to solve their problems using technology (Bitner et al. , 2002). There is a proliferation of healthcare advice and information online (over 20,000 sites on the Web offer some level of health information and/or advice), and medical prescriptions

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can be ordered online as well.

In the business-to-business realm, some companies have been very successful in shifting to a technology-driven ordering system combined with the capability of customers to track and manage their orders and inventories online for themselves. For example, over 25 percent of all of General Electric Company’s resin sales are handled through its GEPolymerland Web site, and 95 percent of those online orders go directly into the information management system without human intervention. There are four primary types of SST as described (Hsieh, 2005): 1.

Telephone ; interactive voice response (IVR) systems – Many companies employ this form of SST for customer orders, customer billing inquiries, and customer surveys. Banks, insurance companies, Credit card companies, pizza restaurants, companies also use IVR services to extend their business hours to 24/7 operations. 2. Interactive freestanding kiosks – Many malls and retail outlets offer these both inside and outside their stores as a way to assist you in determining availability of a product, as well as to where to locate it in their facility.

Kiosk at airports and hotels that print airline tickets and allow for efficient checkout and also offers printing of receipts. The digital print photo kiosk which will be focused later belongs to this category. 3. Internet based or other on-line connection systems – ATM’s and AXS machines are two widely used examples of on-line technologies used in Singapore. There are more than 750 AXS machines in Singapore and are used by consumers to pay bills and fines, access the latest on-line information, e-commerce, other payment services and telecommunications services. Packag

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delivery services also allow you to track packages 24 hours a day now. . Video/DVD/CD based technologies – This form of SST is commonly used for educational purposes. Corporate organizations use this media to train their employees, to familiarize sales representatives with new products, and to introduce new products to consumers. In the meantime, firms aim to fulfil at least one of the 3 primary goals when they decide to implement SST into their business. 1) Customer service – by using technology to free up human resources firms can save cost in the long run on services and also offer as multi-channel outlets for customers, like for example basic online troubleshooting system of devices. ) Enabling direct transactions – customers order, buy, and exchange resources with the firm without needing any direct interaction with the firm’s employees. These form of SST includes: online shopping, automated kiosks like the Photo Kiosk, online stock trading and online movie ticket purchases on Goldenvillage. com. 3) Educational – enable customers to educate and train themselves. This form of SST include phone based automated information hotline and informational web sites. For example informational videos as seen on AXS machines. Why organizations are embracing SSTs at a rapid rate? The most significant advantage is that organizations benefit from the reduction of labour costs: an entire call completed by an IVR system as compared to hiring a human personnel for the job is cheaper in the long run, the costly part is only the installation of SST. * Increase customer satisfaction and loyalty: In some cases, customers demand the technology-based alternative and will demonstrate their displeasure by going to a competitor if it is not provided. And, if the new technology solution is viewed as better in some way than the previous interpersonal alternative, customer satisfaction can actually increase. Targeting of new consumer segments: SSTs are introduced as means to provide multi-channel retailing. Traditionally, companies could only target geographic regions, but with SSTs and especially web-based SSTs, allow companies to dramatically expand customer base to worldwide. It has been proven that consumers like to be offered multiple channels in retailing (Marcel, De yong and Ruyter, 2006) As evident, the implementation of SST into retailing has overwhelming advantages but there are many factors to take note before any company plans to successfully introduce SST to their consumers.

Here are the considerations; • Quality of the products • Services offered by the organizations and firms • Cost of the product • Presentation of the services • Design of the SST • The SST’s ability for service recovery (even if caused by the customer), • The way the firm promotes/advertises the SST, • The way the firm manages and prevents SST failures, • Alternate choices for the same service (offered by the firm or competitors), • The firm’s ability to keep the SST updated and to continuously improve the SST

Not all products offered can be replace with the the SST channel, there are products out there that is preferred to have interpersonal selling, like for example purchasing of high involvement goods. These are the types of goods that is best purchased

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