臺灣博碩士論文加值系統

Self service technologies (SST’s) are increasingly being installed for consumer use in filling stations, banks, government offices and transportation settings. A varying portion of consumers resist technology as they are unfamiliar and uncomfortable with its use. Facing the singular option of an electronic, automated service they negotiate the service reluctantly or not at all. Conversely, there are others who prefer self-service finding it simple, liberating and pleasurable.
With ample previous research regarding dimensions of service and service quality with recent exploration of the rise of technology and implications for service, researchers have encouraged the extension of their study to other cultures. In late 2007, self service check-in kiosks were installed and web check-in was added as additional service options in some airports within China. As Chinese innately value relationships and personal service, it is important to explore how Chinese travelers now respond to self service check-in. Research regarding this subject has not been published in literature.
The case study method was utilized as was appropriate for exploratory qualitative research. Within interviews, the Critical Incident Technique was also incorporated in gaining insight into passenger response and industry personnel’s perceptions of the facilitators and impediments to Chinese passenger use of airport check-in self-service technologies.

ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE RESEARCH BACKGROUND 1
CHAPTER TWO SELF SERVICE ENCOUNTERS IN A CHINESE CONTEXT 3
2.1 Definition of Service Encounter. 3
2.1.1 Service Encounter. 4
2.1.2 Dimensions of Service. 4
2.1.3 E-service. 6
2.2 Adoption of Airline Self Service Technologies. 10
2.2.1 Airlines – Motivation and Interest in self-service. 10
2.2.2 Customer – Motivation and Interest. 13
2.3 Technology Readiness and Technology Acceptance 15
2.3.1 Technology Readiness. 15
2.3.2 Technology Acceptance Model. 18
2.3.3 Variations on the Technology Acceptance and Technology Readiness Models. 20
2.4 Chinese Cultural Expectations within Service Provision. 23
2.4.1 The Effect of Chinese Culture on Service Expectations. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 32
3.1 Research Design. 33
3.1.1 What is a Case Study? 33
3.1.2 Why use a Case Study? 34
3.2 Selection of Case: The Dalian Airport. 35
3.2.1 Why Dalian? 35
3.2.2 About Dalian. 37
3.2.3 The Airlines. 38
3.2.4 The Management. 39
3.2.5 Kiosk Use – Step by Step 40
3.2.6 The Dalian Research Team. 41
3.2.7 Unit of Analysis. 43
3.3 Data Collection. 43
3.3.1 Sampling. 44
3.3.2 Data Collection Method. 45
3.3.3 Interview Questionnaire Content. 47
3.3.4 Observation. 48
3.3.5 Validity. 48
3.4 Grounded Theory. 52
CHAPTER FOUR DATA ANALYSIS AND DISCUSSION 54
4.1 Introduction. 54
4.2 NVIVO Explanation. 54
4.3 Open Coding. 54
4.4 Axial Coding. 56
4.5 Selective Coding. 58
4.6 Application of NVIVO. 59
4.6.1 Researcher Triangulation with Primary Data. 59
CHAPTER FIVE RESEARCH FINDINGS 62
5.1 Introduction. 62
5.2 Facilitators of Use. 69
5.2.1 Industry Assertions. 69
5.2.2 Passenger Interviews. 70
5.3 Impediments to Use. 71
5.3.1 Industry Assertions. 71
5.3.2 Passenger Interviews. 73
5.4 The Role of Culture. 74
5.5 Tolerance to Service Failure. 77
5.6 The Remaining Desire for Personal Service. 78
CHAPTER SIX CONCLUSION 81
6.1 Introduction. 81
6.2 Literature Revisited. 81
6.3 The Technology Readiness and Acceptance Model in Dalian. 82
6.4 Proposals for Self Service Technology Integration. 83
6.5 Limitations. 85
6.6 Concluding Remarks. 85
REFERENCES 87
APPENDICES 93
Appendix 1 – Guidelines for kiosk use with translation 93
Appendix 2 – Airport-Counter Interview Form (English) 94
Appendix 3 – Airport-Counter Interview Form (Mandarin) 95
Appendix 4 – Kiosk Use Interview Form (English) 96
Appendix 5 – Kiosk Check-in/Attempted Check-in Form (Mandarin) 97

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