This document discusses technology-facilitated services (TFS) and presents a conceptual model and empirical study of factors influencing the adoption of TFS. Specifically: - It defines service encounters, self-service technologies, and how TFS represent a continuum between human and technology involvement in service delivery. - A conceptual model is presented drawing from the attitude-intention model of technology adoption, with factors like perceived ease of use, usefulness, risk and trust influencing attitudes toward the service provider and technology, and ultimately intention to use TFS. - An empirical study is described that surveyed users of a business correspondent banking service in India to test the conceptual model, with results showing several hypothesized relationships between factors were statistically

1. Presentation By
I n d r a n i l R o y C h o w d h u r y ( P h . D )
ADOPTION OF TECHNOLOGY FACILITATED SERVICES

2. INTRODUCTION
SERVICE ENCOUNTER & SELF SERVICE TECHNOLOGY
• SERVICE ENCOUNTER - Dyadic Interaction between a
Customer and the Employee of a firm during Service
Delivery
• SELF-SERVICE TECHNOLOGIES -
• “Technological interfaces that enable customers to produce
a service independent of direct service employee
involvement” (Meuter et.al, 2000)
• ATMs, online ticket booking, Phone banking, Mobile
Commerce etc.

3. FORMS OF TECH INFUSION
&LIMITATIONS
TFS: Technology – CSP – Customer coexist

4. THE SERVICE CONTINUUM
Human Technology
Human - Technology

5. TECHNOLOGY FACILITATED SERVICES
FEW EXAMPLES
• Business Correspondent Banking
• Bank partnerships with non-banks, typically retail commercial outlets such as
pharmacies, post offices, construction goods stores etc. to provide distribution outlets
for financial services
• Tele-medical Treatment
• Arrangement of providing clinical services by medical specialty centers to distant
patients with the help of technologically connected local health centers
• E-Governance Service Tele-centers
• Public place where people can access digital technologies that enable them to
access governance services that include(a) procuring information (e.g., about
health, education, agriculture, etc.), (b) transactions between citizens and
government, and (c) procuring entitlements (including certificates, licenses, etc.)

6. ATTITUDE INTENTION MODEL
Curram, Meuter
and Surprenant (2003)

7. FINAL CONCEPTUAL MODEL
SUMMARY
Perceived Ease of Use
Perceived Usefulness
Perceived Risk
Trust towards technology
Facilitating Conditions
Trust towards CSP
Attitude towards CSP
Attitude towards Tech
Intention to use TFS
Network Externalities

8. RESEARCH METHOD
(Survey)
Sampling Technique – Non-Probabilistic Convenience - Population that is exposed
to BC banking
Sample Size Targeted - Ad-hoc rules of thumb - subjects to number of variables
ratio at 10:1 (Tanaka, 1987). Since, higher the sample size better the model fit, an
attempt was made to procure approximately 250 sample units
Sample Size Obtained – 222 – Success Rate – 75% acceptable responses ( 297
contacted ) – List of consumers obtained from a BC banking service provider

9. M- COMMERCE VALUE CHAIN

10. BUSINESS CORRESPONDENT
BANKING

11. ANALYSIS & RESULTS
Respondent Profile - Summary

12. ANALYSIS & RESULTS (contd)
Fit Index Values Recommended Range
χ2 (DOF) 564.519 (365)
Normed χ2 1.547 (p < 0.001) ≤3
GFI 0.87 ≥0.90
CFI 0.96 ≥0.90
RMSEA 0.050 0.50 -1.0
Measurement Model Fit Indices
Fit Index Values Recommended Range
χ2 (DOF) 741.338 (413)
Normed χ2 1.782 (p < 0.001) ≤3
GFI 0.84 ≥0.90
CFI 0.93 ≥0.90
RMSEA 0.059 0.50 -1.0
Structural Model Fit Indices

13. ANALYSIS & RESULTS (contd)
√
X
√ √
√
√
√
X√
√
√
0.351
0.370
0.241
0.323 0.197
0.162
(p>0.1)
0.614
-0.731
0.404
0.507
0.165

14. ANALYSIS AND RESULTS
HYPOTHESES TESTING
Acsp
Att
0.406
0.241
0.225
0.539
Education > 10
Education < 10
0.437
0.336
0.280
0.380
Age < 25
Age>25
Attitude – Intention
strength
0.027
0.314
0.257
NE
NE – Intention
0.035

15. CONTRIBUTIONS
• Attempts have been made to study a new type of Technology
based service unlike earlier studies on SST
• Studied the antecedents of Attitude towards CSP – haven’t
been studied earlier
• Importance of Network Externalities in a TFS – not many earlier
studies on technology have focused on this concept
• Impact of demographic variables – Age & Education - in a TFS

16. THANK YOU !!