دانلود رایگان مقاله انگلیسی فرآیند حل مشکلات با فناوری سلف سرویس: یک بررسی از نگرش کاربر - اشپرینگر 2018

Abstract

Even the most reliable self-service technologies (SSTs) sometimes fail to meet the user’s expectations. This can occur due to technical errors, user service support staf or the user’s own mistakes. Although extensive research has been done on topics such as user complaining behaviors and the role of businesses in solving SST problems, little research has focused on the user’s own role in solving these problems. In this study, we review the extant studies of SST problems and resolution in the wider business literature; review the prominent theories of problem-solving from multiple disciplines; explain the limitations of existing studies and theories in the context of self-service and SSTs; and develop a process theory specifcally for this context.

6 Conclusion

From a customer perspective, self-service technologies are increasingly ubiquitous, and increasingly essential for many aspects of our daily life. From an organizational perspective, in a competitive or severely resource-constrained environment, encouraging users to solve their own problems wherever possible represents opportunities for considerable cost savings in customer support. However, this needs to be carefully balanced with providing customers with a satisfactory overall experience of SST problem-solving, in order to support customer retention.

We note that many customer actions in SST problem-solving are not observable by the organization—for example use of a discussion forum, of-line consultations with friends and colleagues, and other actions. Our study is the frst, to our knowledge, to capture detailed insights about user SST problem-solving from a user perspective as it happens rather than being recalled after the event, thus avoiding the risk of selective recall and hindsight bias.

Our study ofers two important insights. The frst is that while the overall process people use is fairly consistent, they use a very wide variety of tools. This means that for organizations trying to decide between (for example) YouTube videos, online help, assistants and prompts, and FAQs, the answer may be ‘all of the above’. Careful content management is required to ensure that timely and consistent information is available in the wide range of places that users look for it.

The other is that the overall process of SST problem-solving is very consistent across a wide range of users, technologies, and problems; the vast majority of users attempt a sequence of their own eforts, followed by community help, followed by service support staf help. This means that, provided organizations invest appropriately in scafolding self-help and community-recovery methods, they can likely position themselves as an expert source of last-resort for SST problem-solving, without necessarily adversely afecting user satisfaction.