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NFC-Enabled City Maps Measuring their Perceived Value

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NFC-Enabled City Maps Measuring their Perceived Value

  1. 1. NFC-Enabled City Maps Measuring their Perceived Value Emre Ronay Roman Egger Salzburg University of Applied Sciences Salzburg, Austria ENTER 2014 Research Track Slide Number 1
  2. 2. Agenda • Introduction – NFC technology – Previous research – Problem statement – Smart Map • Method – Perceived Value – Smart Map Use Case Test • Study results – Conclusion – Limitations ENTER 2014 Research Track Slide Number 2
  3. 3. Introduction NFC Technology NFC allows to create a wireless, short-range communication between two NFC enabled devices by bringing them close to each other (Pesonen & Horster, 2012; Coskun et al., 2012, p. 7). A user with an NFC device can interact with certain objects which are referred to as Smart Objects such as NFC Tags (Coskun et al., 2012). ENTER 2014 Research Track Slide Number 3
  4. 4. Introduction Previous Research Currently, the usage of NFC is still in the testing phase (Coskun et al., 2012). Some research on NFC in tourism are; mobile payment (Pasquet et al., 2008; Pampattiwar, 2012), information retrieve (Ailisto et al., 2009; Coskun et al., 2012, p. 123), navigation information (Özdenizci et al., 2011) or mobile couponing (Pelz, 2013, online). In addition, the NFC technology in transportation such as the ConTag in Frankfurt (Preuss, 2009), in hotels (Pesonen & Horster, 2012), stores and restaurants (Ailisto et al., 2009) or attractions (Rudametkin et al., 2010; Coskun et al. 2012, pp. 133-134 ) have been investigated ENTER 2014 Research Track Slide Number 4
  5. 5. Introduction ENTER 2014 Research Track Slide Number 5
  6. 6. Introduction Problem Statement Panorama Tours (Salzburg) --> Sound of Music tour (travelling to all the movierelated locations) However, the buses are not allowed to enter the old city of Salzburg. Therefore, tourists receive a map and have to visit the places by themselves. Therefore the idea was to attach NFC tags to the city map in order to provide additional information in an innovative and convenient way. ENTER 2014 Research Track Slide Number 6
  7. 7. Introduction Smart Map Idea ENTER 2014 Research Track Slide Number 7
  8. 8. Method Perceived Value Zeithaml (1988) defined perceived value as “The consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given”. Perceived value is a continuous measurement for building a close relationship with customers (Sweeney & Soutar, 2001). ENTER 2014 Research Track Slide Number 8
  9. 9. Method The PERVAL by Sweeney and Soutar (2001) has been implemented for the measurement. The customer satisfaction dimension was added, in order to understand whether perceived value has a positive influence on customer satisfaction ENTER 2014 Research Track Slide Number 9
  10. 10. Method Structural Equation Model - SPSS AMOS ENTER 2014 Research Track Slide Number 10
  11. 11. Method H1: Emotional value of the Smart Map has a significant positive effect on perceived value. H2: Social value of the Smart Map has a significant positive effect on perceived value. H3: Functional value in terms of the price of the Smart Map has a positive effect on perceived value H4: Functional value in terms of the quality of the Smart Map significant effect on perceived value H5: Perceived value has a positive influence on customer satisfaction ENTER 2014 Research Track Slide Number 11
  12. 12. Method Smart Map Use Case Tests One-on-one Smart Map explanation Example of the use case Individual use case test Survey after the Smart Map experience ENTER 2014 Research Track Slide Number 12
  13. 13. Study Results ENTER 2014 Research Track Slide Number 13
  14. 14. Study Results Out of 100 (N=100) participants, 76 of them were not familiar with NFC technology ENTER 2014 Research Track Slide Number 14
  15. 15. Study Results Price of the Map 91 of the respondents said that they are interested in further NFC use cases which is an important information concerning future research implications ENTER 2014 Research Track Slide Number 15
  16. 16. Study Results Map Preference Results indicated a higher preference with a mean of 4,23 for the Smart Map over the paper map with 3,52 and map applications with a mean of 3,19. It needs to be indicated that the regular paper map has still a higher preference than the map applications considering that the highest proportion of the age ranges were young people between 20-29 years old (54 of the people). ENTER 2014 Research Track Slide Number 16
  17. 17. Study Results ENTER 2014 Research Track Slide Number 17
  18. 18. Study Results Correlation Analysis ENTER 2014 Research Track Slide Number 18
  19. 19. Study Results Regression Analysis ENTER 2014 Research Track Slide Number 19
  20. 20. Study Results Conclusion ENTER 2014 Research Track Slide Number 20
  21. 21. Study Results Limitations Respondents are on a vacation on don’t want to be disturbed in their experience by filling out a questionnaire and that why some responses might deviate from the perceptions of the tourists (Williams & Soutar, 2009) The tourists had rather short time to experience the Smart Map and couldn’t move around with it. Only English was available. No price range for the map was given beforehand ENTER 2014 Research Track Slide Number 21
  22. 22. THANK YOU emre.ronay@gmail.com ENTER 2014 Research Track Slide Number 22

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