- Title
- Customer self-efficacy in technology-based self-service assessing between- and within-person differences.
- Creator
- van Beuningen, Jacqueline; de Ruyter, Ko; Wetzels, Martin
- Relation
- Journal of Service Research Vol. 11, Issue 4, p. 407-428
- Publisher Link
- http://dx.doi.org/10.1177/1094670509333237
- Publisher
- Sage
- Resource Type
- journal article
- Date
- 2009
- Description
- Firms increasingly offer customers the opportunity to coproduce self-service using online technologies. This requires novice customers to adopt a new role and engage in information search. This is particularly challenging in complex, high-risk services, such as online investment trading. Actively managing customers' task-specific self-confidence, or self-efficacy, in these types of technology-based self-service (TBSS) may convert novice customers into regular users and thereby increase return on investments. The authors show that self-efficacy increases novice customers' financial performance perceptions, service value evaluations, and future usage intentions. During online information search, novices focus on credibility and argument quality cues to determine their self-efficacy. The effects differ across information sources; third-party credibility and firm argument quality are most influential. Moreover, when consumers are highly engaged in their self-service role, the impact of credibility is strengthened, whereas that of argument quality is attenuated.
- Subject
- self-efficacy; self-service; credibility; argument quality; engagement
- Identifier
- http://hdl.handle.net/1959.13/1058478
- Identifier
- uon:16417
- Identifier
- ISSN:1094-6705
- Language
- eng
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