Author(s): Singha Chaveesuk, Natthakarn Chanmatakulvat, Wornchanok Chaiyasoonthorn
Within the worldwide transport service industry, Mass Rapid Transit applies technology to enhance operation and service’s quality in various perspectives. To serve such principles and demands, self-service technology is implemented significantly. This mechanical function provides new progressive idea of giving service with incredible support of advancement without human association to user. Ticket vending machine, automated top-up machine, and self-service storage installed at Mass Rapid Transit station in Thailand will be reasonably selected as pilot self-administration innovations for this research. Therefore, this study tries to determine the influence of information system qualities, performance expectancy, and social-related factors on user satisfaction and continuance intention to use self-service technology. A conceptual evaluation model was developed mainly based on IS success model and other supportive models which are UTAUT and ECM. The users’ perspective is studied by conducting of quantitative method with collecting the final sample of 400 questionnaires to ensure and strengthen the more reliability of the research study. All the study variables were measured in the form of 5-point Likert Scale and implement the data processing and analysis by SPSS and AMOS for Confirmatory Factor Analysis and Structural Equation Model analysis. The results revealed that system quality, service quality, social influence are positively and significantly influence on user satisfaction and performance expectancy is positively but insignificantly influence on user satisfaction. Whereas, information quality is negatively and insignificantly on user satisfaction. Furthermore, the study showed that social influence and user satisfaction are positively and significantly influence on continuance intention to use. The study highlights the importance on influence factors of user perception and creating a satisfactory feeling of involvement and acceptance by user to continuance use of self-service technology. Overall, the findings of this study suggest that service providers should understand the user’s perception in dimensional aspects and the tendency of their demands on SST adoption. This would help service providers to formulate the practical strategic planning and implement such effective strategies in order to enhance the way to serve the user’s needs, also improve on service productivity and efficiency to create the sustainable future of organization service operation management especially in term of technology implementation.