ABSTRACT. This study examines the role of consumer technology paradoxes .. significance of overall satisfaction within consumer-service firm relationships. The findings are similar, suggesting that when consumers adopt technology they . needs paradox appeared to be subtle and was discussed in relation to the. Develops a framework of consumer experiences with technology; identifies and organizes the behavioral strategies consumers use to cope with the "paradoxes" (e.g., Related Topics: Consumer Behavior | Customer Relationships and.
Their framework is drawn from a broad literature review and a three-and-a-half-year study that examined consumers' experiences with a range of technological products, some purchased for the first time. Their research underscores a basic, though little-noted, fact of technology: In other words, a computer may facilitate control, save time, solve problems, and make users feel competent. It may also create chaos, result in loss of time, engender new problems, and make users feel incompetent.
The study identifies and organizes a variety of behavioral strategies that consumers use to cope with such paradoxes and with the ambivalence, stress, and anxiety that they evoke. These include four basic categories: Thus, managers should consider these questions: What are the predominant paradoxes for the products they sell?
Do these paradoxes evolve and change as the products move along the diffusion curve or the product life cycle? Are consumers aware of these paradoxes? What types of coping strategies do consumers use to manage these paradoxes?
The answers will help managers fine-tune their marketing communications for specific markets. Banking institutions purchase the software necessary for the service delivery process and it is therefore likely that the technological innovation and their obsolescence would have a greater impact on the institutions than on consumers.
The interviewees indicated they feel competent when they feel they have the ability to complete their own transactions successfully. However, their ignorance of how some electronic banking modes work and their inability to comprehend the full capabilities of some electronic banking modes can make them feel incompetent.
I find Internet banking easy to use.
I have mastered the bill paying system, which is good. I also use the broking service and I have had no problems with it. I do not always trust myself with ATMs because I am not totally familiar with them.
They indicated that after using the manuals if they understood how and why a technology works like it does they felt competent. If they still did not understand how the particular technology works they felt incompetent.
The electronic banking modes have no equivalent to operational manuals that can assist consumers with their transactions. Thus, consumers who require assistance with the different banking modes have to directly access their institutions. This perceived lack of resources and training may influence their feelings of incompetence. It can also result in inefficiency when tasks require more time and effort: Internet banking is straight forward straight through.
You are not waiting for somebody to pick up the phone, and you are not listening to music. For me I just hate to waste my time.
This paradox was discussed relative to electronic banking transactions and transactions conducted in the bank with human tellers, with electronic banking generally felt by interviewees to be more efficient than dealing with an employee. Electronic banking transactions are considered efficient when consumers can access their accounts and complete their transactions without going through numerous voice and visual cues provided by the banking modes, and without visiting a bank branch.
However, these transactions are perceived to sometimes result in inefficiency when consumers have to follow each of the cues provided by both banking modes in order to perform their transactions or when the failure of an electronic banking mode results in the consumer having to visit a bank branch. Similarly, the interviewees in this study indicated that banking technology has led to the fulfilment of many of their banking needs, such as the easy payment of bills and access to and transfer of funds.
However, for some interviewees the advent of electronic banking has resulted in the identification of previously unrealised needs. Examples of such needs are the desire to own computers for online banking and the need to learn and understand how to conduct electronic banking transactions. They are very good when I want to get some money out. I would like to do it Internet banking. They implied that if they owned computers and fully understood how they work and how to use them, they would be more inclined to use Internet banking.How Tech Affects Your Brain And Relationships
Forman and Sriram state that for lonely consumers the purpose of shopping is not only to gain goods and services but also to gain and maintain social contacts. Similarly, some interviewees enjoyed personal interaction with bank tellers, viewing their banking activities as social events. For these interviewees, electronic banking is creating isolation by destroying their interaction and relationships with bank tellers and managers. I want the service across the counter.
I want the community bank. I want to go to a teller who knows me and to a bank manager who lives in this area.
Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies
They have closed the banks that bring in the trade to all these shops. The quote suggests that the traditional banking methods encouraged human togetherness as a result of the interactions between customers and bank staff and interaction of consumers at shopping centres.
Electronic banking is engaging when it facilitates the flow of activities such as easy access to accounts, bill payments, funds transfers and financial markets. However, it is disengaging when the electronic banking mode does not facilitate the transactions required by the respondent.
I think the biggest benefit of it is that you have got access to not just the banks but to people that charge you bills, like Western Power and gas. You can access your account and transfer money from your account and pay bills. The most annoying thing I have had on Internet is something happened to my certificate on my machines. It meant using all that time and going into the bank and starting from scratch again.
Mick and Fournier found this paradox to be hypothetical, stating that it is a noteworthy paradox even though their informants rarely alluded to it. The paradox was more prevalent in this study with informants suggesting that they are motivated to use electronic banking technology because it facilitates their banking. It allows them to withdraw money, pay bills, make account enquiries, enact transfers and participate in brokerage services.
The difference in perception of this paradox may be a result of the technologies being discussed. The processual as opposed to recreational use of banking technologies may lead consumers to place particular emphasis on their engaging aspects.
The findings support those of existing research which suggests that consumers can develop multiple attitudes towards certain source elements, resulting in existence of contradictory views and attitudes Kidder et al. It appears likely that a central cause of these differences was the types of technologies investigated. As such, the notions of new and obsolete appear to have less relevance to users of electronic banking.
Mick and Fournier's informants indicated that technology is powerful and it controls them and directs their activities. The interviewees of this study suggested that banking technology gives them the power to control their banking activities.
Instead, they felt that their activities are limited by the nature of the electronic banking technologies and the penalties imposed if they exceed the number of free transactions they are allowed.
Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies - MSI Web Site »
This again may be because of the products used in the analyses. This study has several limitations. The generalisability of these findings is limited by the small sample of 20 interviewees used. It is not known the extent to which factors such as the nature of the technologies selected and the demographic characteristics of those sampled influenced the interpretation.
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