Factors affecting self service technology intention of internet banking service

Many talks regarding how customers would experience and utilize self-service technology in the future of digital banking have been motivated by the concept of reaching hedonic value and

O verview

The retail sector is undergoing a significant transformation due to the rise of new technologies, which companies are utilizing to enhance operations, improve efficiency, and provide better services to customers As noted by Hof (1999), almost every industry is experiencing a shift in customer engagement This change is particularly evident in service organizations, such as merchants, that are increasingly adopting various technologies, including the Internet, to facilitate electronic service generation and consumption without direct interaction with staff These advancements are referred to as self-service technologies (SSTs) (Meuter et al., 2000).

Advancements in technology greatly impact business and marketing strategies, leading to the rise of self-service technologies (SSTs) as viable alternatives to traditional human-based service interactions SSTs are defined as innovative solutions that enhance customer experience and operational efficiency.

Self-service technologies (SSTs) are technological interfaces that allow customers to independently engage in service delivery without direct employee involvement (Meuter et al., 2000) Examples of SSTs include ATMs, automated hotel checkouts, telephone banking, and online services like package tracking The adoption of SSTs can lead to benefits such as reduced labor costs, creation of competitive advantages, and enhanced operational efficiency (Chang & Yang, 2008; Mcutcr & Bitner, 1998; Carline, 2007) However, organizations remain cautious about implementing SSTs due to the potential resource drain if customers do not embrace them (Curran and Meuter, 2005) Research indicates that customer evaluations of SSTs can be mixed, with some appreciating their speed and flexibility, while others experience anxiety and perceive a slowdown in transactions (Dabholkar and Bagozzi, 2002; Curran and Meuter, 2005) Additionally, service organizations worry that reduced employee interactions may hinder service recovery, weaken customer relationships, and create resentment among staff towards the technology (Beatson et al., 2006; Bitner, 2001) Understanding the unique dynamics of different SSTs is crucial for addressing these mixed customer reactions.

Self-service technologies have transformed the service experience by enabling customers to complete transactions through a technological interface Organizations now focus on interpersonal care within their premises, empowering consumers to work independently Consequently, a new category of consumers, known as 'working customers,' has emerged, who not only manage their own tasks but are also willing to assist other customers, moving beyond traditional self-service options.

Technological innovation has significantly transformed customer interactions, moving beyond internal corporate processes to embrace self-service technologies (SSTs) (Meuter et al., 2005) These technology-driven services are now crucial to marketing strategies (Verhoef et al., 2009), as more consumers prefer to utilize technology to create their own service experiences instead of depending on company staff (Mcutcr et al., 2000) SSTs, emerging from advancements in technology (Castro et al., 2010), offer clients a personalized environment enriched with information and enhanced interaction (Parise et al., 2016).

Despite the growing availability of self-service technologies (SSTs), there is limited understanding of the factors influencing customer adoption Customers often engage with SSTs independently, making the quality of information and guidance provided essential for their experience Ensuring a positive interaction when integrating technology into service encounters is crucial (Curran et al., 2003) With options like using ATMs versus bank tellers or shopping online versus in-store, customers are likely to choose SSTs only if they perceive a clear benefit and feel comfortable with the technology (M.L Meuter et al., 2003).

In developing markets like Vietnam, the impact of customer experiences on attitudes and adoption intentions regarding self-service technology in internet banking has been largely overlooked This study aims to address this research gap by exploring the significant role customer experiences play in shaping Vietnamese consumers' attitudes and satisfaction with self-service technology It provides a comprehensive analysis of self-service technology and examines how these experiences influence customer satisfaction and perceptions in the context of internet banking services.

R esearch objectives

This study aims to investigate customer satisfaction and perceptions of self-service technology in Internet banking among individuals aged 18 to 30 in Ho Chi Minh City The focus is on understanding how this demographic engages with and values self-service banking options.

This research aims to identify key factors influencing consumer experiences with self-service technology and their impact on customer satisfaction and attitudes The findings will offer valuable recommendations for banks seeking to enhance their self-service platforms and boost customer satisfaction Additionally, the study contributes to a deeper understanding of how consumer experiences shape attitudes toward self-service technology.

R esearch questions

From the above research objective, our research question is:

1 What factors affect the experience of people in Ho Chi Minh City when using Self-services technology?

2 How much influence does Self-service technology have on customer satisfaction and attitude towards Self-services technology in Internet banking services?

3 What are the recommendations to improve the Self-services technology software and platforms and encourage the increase of using Self-services technology inInternet banking services.

S cope of the study

This research examines the factors influencing customer experiences and their subsequent effects on customer satisfaction and attitudes towards self-service technology Conducted in Ho Chi Minh City, the study gathered data from 300 respondents across various universities in February 2024.

R esearch method

Data was gathered through an online survey conducted over two weeks at universities in Ho Chi Minh City To enhance the diversity and quality of respondents, email communication was identified as the most effective method for distributing the questionnaire The online survey format provides several advantages over traditional paper-based postal surveys, such as quicker response times and the elimination of regional limitations.

In this thesis, quantitative methods were applied The measuring scales for all analyzed variables were adapted from prior studies and translated into Vietnamese during the initial stage.

The second stage was a quantitative research that comprised the primary survey as well as data analysis Aftercollecting data, SmartPLS was utilized to evaluate measurement scales and test hypotheses.

T he contribution of this research

This study seeks to identify and evaluate the factors that affect customer experience in self-service and Internet banking services By understanding these influences, banks in Ho Chi Minh City, especially those in management roles, can enhance their customer experience strategies The findings will guide managers in developing effective designs and operational strategies for online financial services.

Although numerous studies have examined customers' intentions to utilize self-service technology and the factors influencing its adoption, there is a notable lack of research on its effects on the overall service experience and consumer commitment.

Technology is revolutionizing businesses by streamlining processes and enhancing efficiency, particularly within service sectors The increasing adoption of diverse technological applications by service providers highlights this trend Additionally, the rising number of young consumers, especially college students, is significantly influencing the market dynamics in Vietnam This demographic, characterized by its substantial purchasing power, is poised to become the leading consumer force, making them prime targets for companies that implement self-service technologies to enhance customer experiences.

Our survey and research findings aim to offer innovative strategies for Vietnamese internet banking to enhance user experiences, ultimately increasing customer satisfaction and fostering positive perceptions of self-service technology.

LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

D efinitions

The utilitarian value of self-service technologies (SSTs) lies in the practical benefits they offer users, as highlighted by Van Der Heijden (2004) Davis et al (1992) emphasize that usefulness embodies the extrinsic value customers seek when engaging with information technology Utilitarian consumer behavior is characterized by a logical, task-oriented approach, where perceived value can fluctuate based on whether the shopping goals are achieved This often involves a deliberate and efficient purchasing process Researchers define utilitarian value as stemming from a conscious pursuit of specific outcomes, making it inherently task-oriented and rational, akin to work Additionally, utilitarian appraisal is functional and cognitive, focusing on the efficiency, task-specificity, and economic aspects of products or services (Ryu et al., 2010; Overby).

The hedonic value of self-service technology (SST) refers to the personal satisfaction and enjoyment derived from the experience, emphasizing its adventurous and entertaining aspects (Heijden, 2004) This experiential value encompasses enjoyment and aesthetics in shopping, highlighting the emotional reactions and excitement associated with consumption (Mathwick et al., 2001) As noted by Hirschman and Holbrook (1982), hedonic value is a crucial component in understanding consumer behavior and engagement.

Hedonic values are primarily subjective and experiential, emphasizing enjoyment and emotional engagement rather than practical utility These values are associated with the playful and entertaining aspects of shopping, as highlighted by Hirschman and Holbrook (1982), who note that the thrill of purchasing stems from its potential for emotional and entertainment experiences rather than just goal achievement The hedonic dimension of consumer experiences is shaped by the unique characteristics, symbolic meaning, and emotional imagery a product or service evokes (Ha and Jang, 2010) This perspective is further explored by Overby and Lee, underscoring the importance of non-tangible qualities in shaping consumer enjoyment.

(2006) defined hedonic value as "an overall assessment of experiential benefits and sacrifices, such as entertainment and escapism.".

According to Eagly and Chaiken (1993), an attitude is "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor" (p 1).

Research indicates that attitudes toward goals can involve multiple relevant targets in any given situation, suggesting that these attitudes, along with behavioral intentions, develop in a sequential or hierarchical manner (Eagly and Chaiken).

Eagly and Chaiken (1993) highlight that when faced with multiple attitudes, individuals tend to prioritize their attitudes toward specific targets, establishing a hierarchy They also propose a composite attitude-behavior model that builds on the theory of reasoned action (Fishbein & Ajzen, 1975) and the theory of planned behavior (Ajzen, 1991) This model offers a comprehensive framework for understanding the components that shape attitudes and behaviors, suggesting that various attitudes toward specific objectives can interact to influence behavioral intentions.

Perceived ease of use (PEU) is defined as the extent to which individuals believe that using a specific system requires minimal effort This concept aligns with the notion of "ease" as the absence of difficulty or significant effort Radner and Rothschild (1975) suggest that individuals have a finite capacity for effort in their tasks Therefore, when comparing applications, those perceived as easier to use are more likely to be adopted by users.

In this study, PEU (Perceived Ease of Use) refers to the expectation that a system will require minimal effort from users (Davis et al., 1989) The Technology Acceptance Model (TAM) posits that a user's intention to utilize a system is influenced by their attitude towards it and their perception of ease of use Consequently, a user’s perceived self-efficacy in operating the system improves as its usability increases Users often connect their self-service experiences to their perceptions of PEU across various systems Venkatesh and Davis (1996) examine how system rejection can stem from low technology self-efficacy among users To address this, training programs aimed at enhancing computer self-efficacy can lead to greater user acceptance, fostering higher adoption rates and mitigating potential losses.

Privacy encompasses various dimensions, making it challenging to define distinctly Conger and Landry (2008) highlight key features of privacy such as anonymity, fair use, regulated access, and integration Anonymity ensures that data is not linked to specific users or organizations, while fair-use principles emphasize limited data collection, context-specific usage, and consent-based sharing Controlled access pertains to how information traverses physical and organizational boundaries, and integration techniques involve profiling and the sale of sensitive data Privacy is fundamentally the right of individuals, groups, or institutions to dictate the terms of information sharing (Conger & Landry, 2008; Pittenger, 2003) Kagal and Abelson (2010) note that Westin's privacy concept centers on information access and control, which is crucial in our data-sharing landscape Our privacy preservation strategy prioritizes access to data based on the purpose, context, and content of the information shared, reflecting the essential elements of privacy management.

In recent decades, privacy research has expanded significantly as both public and corporate entities increasingly rely on digital interactions with citizens and consumers Various national and international organizations have identified privacy as a crucial issue for policy, regulation, and legislation in the twenty-first century The body of research surrounding individuals' privacy concerns is diverse and often contradictory, encompassing numerous theories, methodologies, and outcomes For instance, Li (2012) highlights 15 distinct theories related to online privacy, while Van Zoonen (2014) examines various research methods, including experiments, surveys, qualitative interviews, and document analysis Additionally, findings reveal inconsistencies regarding the influence of socio-demographic factors, such as age and gender, on privacy concerns.

Decision autonomy is the ability to make and implement discretionary decisions within one's professional scope, distinct from broader professional autonomy, which encompasses control over employment terms and standards Task satisfaction reflects an individual's attitude towards completed tasks, and the connection between autonomy and employee happiness is crucial for job satisfaction Research by Blegen indicates that commitment and choice autonomy significantly enhance task satisfaction Additionally, Bucknall and Thomas found that labor characteristics such as decision autonomy, responsibility, control, and complexity require minimal effort, with their study showing that task control, resource management, and the physical work environment positively correlate with overall work satisfaction.

Autonomy is important in the social adaptation process because it allows people to selectively internalize external social forces, resulting in self-regulation (Ryan el al., 1997).

Autonomy is essential for individual development, enabling people to fulfill their needs while aligning with their personal beliefs and goals Without autonomy, individuals struggle to identify their needs and may lose the ability to regulate emotions, develop social skills, and set appropriate goals This diminishes their overall psychological health and well-being Recognizing the vital role of autonomy throughout life is crucial, as it significantly influences the mastery of other essential traits necessary for optimal functioning.

To achieve client satisfaction, it is essential for service transactions to be error-free and hassle-free Consumers select service methods based on their effectiveness in meeting transaction goals (Parasuraman, Zeilhaml, and Malhortra, 2005) The success of Self-Service Technologies (SSTs) hinges on the alignment between users' cognitive resources and the demands of the SST features Designs that impose cognitive demands beyond users' capacities are less effective Additionally, individual attributes can influence a customer's engagement and processing of information activities (Peracchio and Meyers-Levy, 1997).

Perceived Usefulness (PU), as defined by Davis (1989), is the belief that technology can enhance work performance Research by Taylor and Strutton (2010) indicates that PU has both direct and indirect effects on the intention to use E-Marketing through Attitude Toward (AT) PU reflects the extent to which individuals believe that utilizing a specific system will improve their job performance, aligning with the definition of "useful" as something that can be used advantageously Organizations often incentivize high performance through raises, promotions, and bonuses (Pfeffer, 1984; Schein, 1980; Vroom, 1964) A system perceived as having high PU is one where users recognize a strong connection between usage and enhanced performance.

Historically, customer interaction has been defined by the customer's physical presence within the service system Traditional research has focused primarily on face-to-face interactions However, with the increasing reliance on advanced communication technologies, this definition must evolve to encompass virtual presence as well.

Customer characteristics play a crucial role in understanding Technology Readiness and predicting the utilization of self-service technologies (SSTs) Research indicates that consumers' desire for human interaction during service delivery significantly influences their willingness to engage with machines (Dabholkar, 1996; Lee and Allaway, 2002) To enhance the adoption of SSTs among those who prefer personal contact, these technologies must be designed to be more user-friendly, reliable, and enjoyable compared to offerings for less interaction-seeking customers Ultimately, individuals with a strong need for human interaction often lack the motivation to embrace technology-based self-services (Dabholkar and Bagozzi, 2002).

R elevant R esearchers

2.2.1 Tourists’ adoption of self-service technologies at resort hotels (Haemoon Oh, Miyoung Jeong, Seyhmus Baloglu, 2013)

This study presents and evaluates a model of self-service technology adoption to explain why passengers prefer self-service technologies over service workers.

During a two-week survey period, 1,690 clients participated, yielding a response rate slightly above 3% The structural model was validated through a multi-group analytical technique that concentrated on three key research design factors.

This study reveals that travelers' intrinsic need for interaction can hinder their acceptance of self-service technologies (SSTs) in service transactions By enhancing the Technology Adoption Model (TAM) with the internal factor of human connection, alongside privacy, autonomy, and efficacy, the research highlights the importance of these constructs It also identifies perceived usefulness of SSTs and the desire for interaction as key mediating factors The study explores how travelers' perceived usefulness of SSTs and their need for human interaction influence the effects of perceived ease of use (PEU) and technology-related desires on the adoption of SSTs.

2.2.1 Understanding the Differences of Public and Private Self-Service Technology (J.E Collier, D.L Sherrell, E Babakus and A Blakeney Horky, 2014)

This study compares the effects of public and private self-service technologies (SSTs) on customer perceptions, emphasizing the necessity for service providers to focus on the utility of these technologies Findings indicate that consumers are inclined to engage with SSTs only when they perceive a direct personal benefit While private SSTs offer a broader range of services and options, many customers prioritize the ability to complete transactions quickly Ultimately, the goal of SSTs should be to balance the fulfillment of consumers' hedonic desires with substantial utilitarian benefits.

To investigate the viability of the model and the distinctions between private and public self-service technologies (SSTs), we conducted two studies The first study involved a confirmatory factor analysis with a dataset comprising 2,235 consumers, while the second study included responses from 213 moviegoers who participated in a self-service survey Both analyses were executed using AMOS 17 software.

The study reveals that customer perceptions of control and convenience vary between public and private self-service technologies (SSTs), with a focus on hedonic versus utilitarian evaluations of service experiences It highlights that public SSTs emphasize convenience and utilitarian features, while in private SSTs, convenience significantly enhances the overall hedonic experience These findings offer valuable management insights for effectively implementing self-service technologies within a business.

R esearch H ypothesis

2.3.1 Attitude toward using Self-service technology

Utilitarian and hedonic values significantly influence a customer's willingness to adopt self-service technologies (SSTs) Research indicates that these value perceptions play a crucial role in shaping customers' attitudes towards technology usage.

Customers prefer self-service technologies (SSTs) over staff interaction for several reasons, primarily due to the perceived usability and utilitarian value of the technology When consumers recognize that SSTs offer practical benefits, they are more inclined to engage with them Additionally, the enjoyment derived from exploring various options within a retailer's offerings can positively influence their overall attitude toward using these technologies.

(1994), hedonic value motivation has a stronger impact on unplanned purchase behavior than utilitarian value motivation, implying that hedonic motivation influences using intention indirectly through trial usage intention.

Research consistently demonstrates a strong correlation between attitudes and behavioral intentions, particularly in the context of technology adoption The Technology Acceptance Model (TAM) highlights that perceived ease of use (PEU) and perceived usefulness (PU) of technology significantly influence users' attitudes and their intentions to adopt new technologies Numerous studies, including those focused on staff computer adoption, reinforce this relationship, suggesting that positive attitudes toward technology lead to stronger behavioral intentions to use it Therefore, we propose that understanding these concepts is crucial for enhancing technology adoption strategies.

Hl: The utilitarian value derived from a self-service experience will have a positive relationship to a customer's attitude toward using a self-service technology.

112: The utilitarian value derived from a self-service experience will have a positive relationship to a customer's attitude toward using a self-service technology.

H3: A customer's attitude toward using a self-service technology will have a favorable association with the intentions of the customer to use the self-service technology.

Research by Wahid (2007) on the Technology Acceptance Model in Indonesia indicates that perceived usefulness significantly influences male users more than perceived ease of use (PEU) Additionally, Candra (2013) found that in the context of online banking, perceived usefulness plays a crucial role in shaping consumers' intentions to adopt internet banking, while PEU and other factors have minimal impact.

The relationship between Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and attitude in the Technology Acceptance Model (TAM) has been validated in IT literature, with studies indicating that these two beliefs are closely linked to user attitude (Adams et al., 1992; Igbaria et al., 1997) Additionally, research has demonstrated that external variables independently affect PEOU (Compeau et al., 1999; Venkatesh & Davis, 2000) In this context, we define Perceived Ease of Use (PEU) as the perceived ease with which customers engage with self-service technology Therefore, we propose the following hypothesis.

H4: Perceived usefulness of SSTs relates positively to PEU of SSTs

Data security and personal information privacy are crucial in service interactions, such as banking and hotel registration Surveys indicate that 59-68% of consumers prefer secure self-service kiosks for hotel check-in (Smith & Rowinski, 2007) Concerns over consumer security and privacy are significant in both consumer research and public policy, especially in technology-driven transactions (Home & Horne, 1997; Milne, 2000; Phelps et al., 2001; Sheehan & Hoy, 2000) Research by Phelps et al (2001) reveals that heightened privacy concerns negatively impact customer buying behavior in online transactions Furthermore, Pavlou (2003) expands the Technology Acceptance Model (TAM) by incorporating privacy-related factors, such as trust and perceived risk, as key predictors of perceived utility in online transactions (Milne & Boza, 1999) Consequently, the desire for privacy often drives customers to prefer self-service technologies (SSTs) over engaging with staff.

H5\ Perceived usefulness of SSTs relates positively to the desire for privacy.

Users increasingly favor self-service technologies (SSTs) over traditional service professionals due to their desire for autonomy and independence in service transactions This preference for SSTs allows individuals to exercise self-determination and minimize social interactions, as highlighted by Oyedele and Simpson (2007).

H6: Perceived usefulness of SSTs relates positively to desire for autonomy.

Previous research highlights the importance of anticipated pleasure in consumer decision-making (Granzin & Schjelderup, 1982; Shiv & Huber, 2000; Simintirasat et al., 1997) This study explores the concept of demand for effectiveness, emphasizing tourists' desire for high transaction-specific pleasure during their service experience With various service delivery options available, the effectiveness of self-service technologies (SSTs) in the service industry becomes crucial However, many travelers lack the necessary self-efficacy to utilize these new SSTs effectively (Oyedele & Simpson, 2007) Consequently, even well-functioning SSTs may not be perceived as efficient compared to traditional service interactions with personnel.

H7\ Perceived usefulness of SSTs relates negatively to the desire for effectiveness.

This study posits that the need for contact is a contrasting construct to perceived usefulness, suggesting that users may favor self-service technologies (SSTs) due to their ease of use and reduced interaction with service personnel A strong desire for privacy may lead individuals to avoid personal connections with service staff, as autonomous travelers often prefer to maintain control by minimizing social interactions Conversely, service staff are viewed as essential for achieving specific transaction goals and outcomes.

H8 Desire for interaction relates negatively to PEU of SSTs.

H9 Desire for interaction relates negatively to desire for privacy.

HỈO Desire for interaction relates negatively to desire for autonomy.

HỊỊ Desire for interaction relates positively to desire for effectiveness.

The model illustrates a scenario where both staff and self-service technology (SST) options are available, emphasizing that using SSTs requires some passenger engagement It expands the Technology Acceptance Model (TAM) by incorporating intrinsic and extrinsic motivations influencing the preference for SSTs over staff services Perceived usefulness mediates the relationship between four motivations and the intention to use SSTs, while the desire for interaction serves as a counteracting mediator Additionally, the model highlights privacy, autonomy, and efficacy as key factors in choosing between SSTs and service workers According to attitude theory, the intention to use SSTs reflects an individual's willingness to prefer SSTs for transactions Both intrinsic and extrinsic motivations are identified as direct determinants of SST usage, with perceived usefulness being a crucial predictor of this intention If an SST fails, users are likely to seek alternative transaction methods, and the perceived utility of SSTs increases adoption rates, especially when traditional service options are available.

H12 Intention to utilize SSTs positively correlates with perceived usefulness.

Perceived usefulness, as defined by Davis (1989), refers to a traveler's belief that using self-service technologies (SSTs) enhances their service experience When travelers face the choice between SSTs and service professionals for check-in, their motivations can significantly influence their decision-making process According to Festinger (1957) and Festinger & Carlsmith (1959), consumers often rationalize their choices and critique the alternatives they did not select to minimize cognitive dissonance Thus, the motivations for choosing SSTs versus service workers are likely to interact through the lens of choice justification.

HỈ3 Perceived usefulness of SSTs negatively impacts desire for interaction with service workers.

Desire for interaction is described as the desire to maintain personal touch with people (such as service personnel) throughout a service encounter (Curran & Meuter, 2005; Dabholkar

1996) Travelers prioritize human connection during service interactions (Bitner et al.,

Research indicates that the desire for human contact significantly influences customers' intentions to use self-service technologies (SSTs) While some customers prefer machines to avoid staff interaction, those who value personal engagement are less inclined to utilize SSTs This dynamic highlights the importance of understanding customer preferences in retail environments, as individuals seeking human interaction often opt out of automated solutions.

H14 The intention to choose SSTs is adversely related to the desire for interaction with service professionals.

R esearch M odel

RESEARCH METHODOLOGY

R esearch design

This investigation employed a quantitative research approach, utilizing second-generation SEM linear structural modeling to test the structural model This method was chosen due to the complexity of the proposed model, which features interrelated direct and indirect influences Additionally, the study aims to assess whether the application of various regression techniques may introduce systemic errors in the testing process.

Structural Equation Modeling (SEM) emerged as a sophisticated approach for analyzing relationships between variables, moving beyond traditional methods like multiple regression and exploratory factor analysis This study utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) to enhance the accuracy of its findings by reducing errors affecting the dependent variable and improving the R² value, ultimately leading to more precise predictions (Hair Jr et al., 2016).

M easurement of concepts

This study utilizes scales grounded in established theories and previous global research, focusing on four key concepts The first concept examines customers' attitudes towards self-service technologies (AS), which incorporates the CIEM framework across two dimensions: Utilitarian Value (UV) and Hedonic Value (HV) Additionally, it explores the Perceived Usefulness of self-service technologies, highlighting their significance in enhancing user experience and satisfaction.

The article explores the concept of Personal Utility (PU) across four dimensions: Ease of Use (EU), Privacy (P), Autonomy (A), and Effectiveness (E) Additionally, it examines the Desire for Interaction (DI) through the same four dimensions, highlighting the importance of these factors in shaping customer experiences Furthermore, the article discusses customers' intentions regarding self-service technology, emphasizing how these dimensions influence their engagement and satisfaction.

3.2.1 Measurement of Customer’s attitude towards Self-service technologies (AS)

Inspired by Collier et al (2014), a framework was created to assess customer attitudes towards self-service technologies in Internet banking services, focusing on two key dimensions: utilitarian value and hedonic value This framework consists of eight targeted questions designed to evaluate these dimensions effectively.

Utilitarian value of Self-service technologies (denoted from UV1 to UV5)

UV1 I accomplished exactly what I wanted with self-service technology.

UV2 1 feel really smart about using self-service technology to complete my tasks.

UV3 Using self-service technology increases my productivity.

UV4 Using self-service technology improves my efficiency in purchasing entertainment products.

UV5 Overall, I find self-service technology useful in purchasing entertainment products.

Hedonic value of Self-service technologies (denoted from HV1 to HV3)

HV1 Compared to the traditional process, the time spent using self-service technology is exciting.

HV2 While using self-service technology, 1 found my experience to be enjoyable.

Attitude toward using self-service technology

ASI Using self-service technology makes me feel good.

AS2 Using self-service technology makes me feel good.

AS3 Using self-service technology makes it convenient for me.

3.2.2 Measurement of Perceived Usefulness with Metaverse (PU)

Four items from Oh et al (2013) were used to measure customer satisfaction.

Perceived ease of use of Self-service technologies (denoted from EOU1 to EOU2)

EOU1 Self-service technology requires little work.

EOU2 It’s easy to let self-service technology do what I want it to do.

Privacy of Self-service technologies (denoted from PR1 to PR4)

PR1 I want secure credit card transactions.

PR2 I want transaction records to remain confidential.

PR3 1 want safe and secure transactions.

PR4.1 am conscious of information security.

Autonomy of Self-service technologies (denoted from ATI to AT4)

ATI I want to take care of my own needs.

AT2.1 want to be independent in solving my problems.

AT3 I want to avoid problems by doing it myself.

AT4.1 want to make my own choices and decisions.

Effectiveness of Self-service technologies (denoted from ATI to AT4)

EFl I want to be provided with all the information I need.

EF3 Transactions are structured in the best interests of the client.

Perceived usefulness of Self-service technologies (denoted from ATI to AT4)

PU1 Self-service technology will help.

PU2 Self-service technology will improve my trading experience.

PU3 Self-service technology will be convenient.

PU4 Self-service technology will be helpful in meeting my needs.

3.2.3 Measurement of Desire for Interaction (DI)

To evaluate the desire for interaction, we will employ a scale similar to Perceived Usefulness, incorporating five key items: Ease of Use, Privacy, Autonomy, and Effectiveness, as outlined in the research by Oh et al (2013).

Desire for Interaction of Self-service technologies (denoted from Dll to DI4)

Dll I enjoy interacting with the staff.

DI2.1 enjoy working with staff to address my needs.

DI3 Service should be based on human interaction.

DI4.1 want as much human interaction as possible.

3.2.4 Measurement of Self-service Technology Intention (SI)

Customers’ Self-service Technology Intention were used to evaluate continued use of Self-service Technology in the future (Collier et al., 2014).

Self-service Technology Intentions (denoted from Sil to SI4)

Sil I will choose to use self-service technology.

SI2.1 am more likely to choose to use self-service technology.

R esearch sample

The investigation utilized a practical sampling strategy, surveying residents and workers in Vietnam Based on the formula n=5*m (where m represents the number of variables), a minimum of 165 responses was necessary for the multivariate regression analysis, given the 33 variables involved (Hair et al., 2016) To ensure robustness, a total of 300 samples were collected for the official quantitative study The subsequent chapter will provide a detailed discussion of the model's characteristics.

S ummary

Chapter 3 explains the research strategy and how it was carried out The rationale for constructing the scale and an outline of the sampling formula were provided.

FINDINGS ••••••••••••••••••••••••••••••••••••••••••••••• 4.1 I ntroduction

D escriptive statistics

In response to the social distancing measures in Vietnam, Google Forms was utilized for data collection in Ho Chi Minh City, targeting individuals within the specified age range who met the research criteria After one month of conducting the study, a total of 300 questionnaires were collected, with all samples undergoing thorough screening Ultimately, 300 valid samples were retained in the dataset, and their demographic characteristics are detailed in Table I below.

The study's sample consisted of individuals aged 18 and above, categorized into four age groups The majority, comprising 60% (180 respondents), fell within the 21 to under 25 age range, while those aged 18-20 represented 30% (90 respondents) In contrast, the older age groups, 25-30 and above 30, were underrepresented, accounting for only 6.7% (20 respondents) and 3.3% (10 respondents), respectively, due to limited outreach efforts by the authors in these demographics.

The survey comprised 180 male participants (60%) and 120 female participants (40%), indicating a majority of male respondents Despite this imbalance, the gender ratio remains sufficiently balanced to provide a comprehensive perspective from both genders.

The research identifies six distinct education levels among participants, including first to fourth-year university students, working students, and graduates The sample consists of 121 first-year students (40.3%), 40 second-year students (13.3%), 55 third-year students (18.3%), and 44 fourth-year students (14.7%) Additionally, 22 students (7.3%) are balancing work and study, while 18 graduates (6%) are included The predominance of university students in the sample is attributed to the authors' accessibility to this demographic, resulting in a limited representation of other educational groups.

Understanding the monthly incomes of respondents is crucial for this study's analysis The research identifies five income levels: 9.3% of participants earn between 1 million and under 2 million (28 individuals), 33.3% earn between 2 million and under 4 million (100 individuals), 29.3% earn between 4 million and under 6 million (88 individuals), and 16.7% earn between 6 million and under 8 million (50 individuals) Notably, only 11.3% of respondents earn above 8 million (34 individuals), likely due to the authors' limited connections in this income range.

Table 1 Sample demographic characteristics report

Demographic characteristics Frequency Percent Cumulative percent

Education The first-year students 121 40.3 40.3

Students who work and study at the same time

From 1 million to under 2 millions

From 2 millions to under 4 millions

Sources: Authors analysis survey data

A ssessment of measurement model

To assess the measurement model, this research employs Cronbach's alpha (CA), Composite Reliability (CR), and Average Variance Extracted (AVE) For the model to be considered acceptable, the CR should exceed 0.7, and the AVE must be greater than 0.5, as established by Fornell and Larcker (1981).

4.3.1 Internal consistency reliability - Cronbach’s alpha

Nunnally and Bernstein (1994) indicate that a Cronbach's alpha range of 0.7 to 0.8 is deemed satisfactory for measuring internal consistency reliability, while values just above 0.6 are acceptable but may raise questions in further conclusions The results presented in the table demonstrate that all constructs in our research have alpha values exceeding 0.7, confirming the reliability of our measurements.

Table 2 Assessment of measurement model

Source: Authors analysis survey (lata

Composite reliability assesses the internal consistency of scale indicators and serves as a more reliable alternative to Cronbach's Alpha coefficient It overcomes several limitations associated with Cronbach's Alpha, including the tendency to underestimate scale reliability and intrinsic consistency, as well as sensitivity to the number of observed variables This makes composite reliability a valuable tool in research for ensuring accurate measurement of constructs (Netemeyer et al., 2003; Hair et al., 2017).

For a measure to be considered reliable, it should ideally fall between 0.7 and 0.8, similar to Cronbach's Alpha; however, values of 0.6 or higher may be acceptable if the study introduces a novel concept or is conducted in an innovative research context, as noted by Hoang Trong and Chu Nguyen Mong Ngoc (2005) and Nunally (1978).

Peterson, 1994; Slater, 1995) If the overall dependability is less than 0.6, this suggests a lack of reliability that is fundamentally consistent, and the decision should be reevaluated

In their 2014 study, Hair et al emphasize the importance of reliability in Partial Least Squares Structural Equation Modeling They suggest that when the reliability coefficient Alpha meets an acceptable threshold, observed variables with low variable-total correlations (below 0.4) should be discarded, ensuring that the scale maintains a reliability score greater than 0.7.

The test results, with values between 0.711 and 0.882, indicate that all structures possess intrinsic confidence, demonstrating strong reliability This reliability was consistently acknowledged in subsequent studies.

4.3.3 Convergent validity - outer loadings and the average variance extracted (AVE)

The researcher evaluated the outer loadings and average variance extracted (AVE) to assess the authenticity of the study constructs and the strength of the relationships among indicators within the same structure, as outlined by Fornell & Larcker (1981) and Hair et al (2017).

According to Hair et al (2016), an observed variable is considered to have quality when its outer loading coefficient is at least 0.708 This threshold indicates that the latent variable accounts for 50% of the variation in the observed variable.

In the study, variables with outer loadings coefficients between 0.4 and 0.7 may be removed from the scale if doing so enhances the composite reliability (CR) or if the average extracted variance (AVE) meets the required threshold.

AS AT DI EF EOU HV PR PU SI uv

Source: Authors analysis survey data

In the study of convergent validity, the average variance extracted (AVE) is a crucial metric alongside outer loading indices Formally defined as the sum of the mean squares of the normalized load coefficients of observable variables within a latent variable, the AVE indicates convergence when it reaches 0.5 or higher, as noted by Falk & Miller (1992) This threshold implies that the average latent variable explains at least 50% of the variation in each observable variable Notably, the AVE values for all constructs in this study range from 0.645 (64.5%) to 0.818 (81.8%) for AT and EOU, demonstrating compliance with standards, even retaining some variables with outer loadings below 0.7.

4.3.4 Discriminant Validity - Fornell-Larcker standard

Discriminant value, as defined by Cooper et al (2014), measures the lack of correlation between different sets of indicators used for distinct ideas, ensuring that the variables assessed are consistent The Fornell-Larcker criterion is employed to evaluate this discriminant value by comparing the square root of the Average Variance Extracted (AVE) with the correlation coefficients of two latent variables Specifically, the square root of a factor's AVE must exceed its highest correlation coefficient with other variables Additionally, the AVE requirement can be interpreted as needing to be greater than the square of the correlation coefficient with other parameters The results presented in the table below confirm that all constructs demonstrate discriminant validity.

Table 4 Fornell-Larcker Standard of correlations

AS AT DI EF EOU HV PR PU SI uv

A ssessment of structural mode

Multicollinearity evaluation is used to check the existence of multicollinearity in the structural model before testing the hypothesis model.

Table 5 Collinearity Statistics: variance inflation factor (VIF) result

The analysis presented in Table 5 reveals that all indicator VIF values in this study are below the threshold of 5, as established by Hair Jr et al (2017) This indicates the absence of multicollinearity within the research model.

4.4.2 Path coefficient and hypothesis testing

The research teams implemented a starter approach with 5,000 subsamples to validate the structural model and ensure the accuracy of the PLS estimates (Hair Jr et al., 2017) This chapter will further elaborate on the influencing factors, with the path coefficient illustrated accordingly.

Figure 3 Structural model and results of PLS-SEM

As can be seen from table 6, 5 hypotheses in this model are accepted In contrast, 6 hypotheses are denied.

EF -> PU 0.306 0.086 0.000 Accepted 0.447 EOU -> DI 0.177 0.063 0.005 Accepted 0.044 EOU -> PU -0.113 0.040 0.004 Accepted 0.447

PU -> SI 0.578 0.066 0.000 Accepted 0.478 uv -> AS 0.244 0.050 0.000 Accepted 0.456

CONCLUSION

D iscussion and contributions

This study aims to validate the factors affecting attitudes toward self-service technologies, perceived usefulness, and the desire for interaction, while also examining their impact on intentions to use self-service technologies.

This study reveals that Attitude towards Self-service Technologies and Perceived Usefulness significantly influence intentions to use these technologies, while Privacy and Effectiveness do not impact the desire for interaction By clearly identifying the factors that shape customer attitudes, businesses can enhance Self-service technologies, making them effective tools for customer satisfaction As customers in Vietnam become more familiar with Self-service technologies, especially during the ongoing process of international integration, this presents a promising market opportunity for local tech companies, fostering job creation and societal value Furthermore, Self-service technologies offer businesses innovative ways to attract and serve customers, ultimately boosting revenue and profits.

Research indicates that while attitudes positively influence intentions toward self-service technologies, there is a lack of understanding regarding the factors that shape these attitudes, particularly in less technologically advanced markets like Vietnam This gap highlights the importance of studying how to foster positive attitudes to ensure the successful long-term adoption of self-service technologies in the region Additionally, understanding customer attitudes is crucial for facilitating the acceptance of new technologies in daily life By identifying the elements that contribute to a satisfying customer experience, businesses can leverage self-service technologies as a powerful tool to tap into Vietnam's potential market.

M anagerial implications

This study enhances existing literature by demonstrating that customer attitudes significantly influence their intentions, emphasizing the importance of businesses facilitating positive experiences with new technologies Future research should aim to replicate these findings in various contexts to assess the model's robustness The results offer valuable insights for entrepreneurs, researchers, and legislators in developing effective strategies for self-service technology growth, which are crucial for enhancing business reputation and attracting customers Moreover, a strong technology experience can provide a competitive edge, prompting businesses to consider these factors when improving customer service and attraction strategies.

Research highlights often-overlooked factors in the use of self-service technologies for businesses Maintaining robust policies and practices related to these technologies is crucial for success, especially in the post-pandemic "New Normal," as companies prioritize recovery, market expansion, and customer satisfaction To effectively implement innovative technological solutions, supportive external conditions from the government are essential It is vital for governments, public agencies, and non-profit organizations to foster social institutions and frameworks that encourage corporations to adopt ethical practices while simultaneously enhancing their technological capabilities.

L imitations and recommendations

Future research on the same topic may wish to address some of the study's limitations

The authors recognize that a limitation of their study is the reliance on cross-sectional data, which means the associations explored are only applicable to the present moment This limitation underscores the importance of longitudinal data, as information collected over an extended period could enhance future research insights.

A significant limitation of this study is the Vietnamese market's unfamiliarity with the topic, leading to confusion among respondents regarding the survey questions and resulting in inaccurate data Additionally, the research predominantly targets students and recent graduates with minimal work experience, which restricts the diversity of responses With increased time and resources, the study could yield more comprehensive and precise results by incorporating a wider range of perspectives from various subjects.

SURVEY QUESTIONNAIRE

1/ Bạn đà tùng sử đụng dịch vụ Internet Banking bao giờ chưa? Đà từng sử dụng Đang sử dụng

2/ Bạn sứ dụng dịch vụ Internet Banking cùa ngân hàng nào?

3/ Mức độ thường xuyên sứ dụng dịch vụ Internet Banking của bạn?

Utilitarian value • Tôi đà hoàn thành đúng những gì tôi muốn với công nghệ tự phục vụ

• Tôi cám thấy thực sự thông minh khi sử dụng công nghệ tự phục vụ đế hoàn thành nhiệm vụ của mình

• Việc sử dụng công nghệ tự phục vụ làm tăng năng suât của tôi

• Việc sử dụng công nghệ tự phục vụ nâng cao hiệu quả cùa tôi trong việc mua sản phẩm giải trí

• Nhìn chung, tôi thấy công nghệ tự phục vụ hữu ích trong việc mua các sản phẩm giái trí

Hedonic value • So với quy trình truyền thống, thời gian sử dụng công nghệ tự phục vụ thật thú vị

• Trong khi sứ dụng công nghệ tự phục vụ, tôi thấy trải nghiệm của mình rât thủ vị

• Thật thú vị khi trả tiền bằng cách sứ dụng công nghệ tự phục vụ

Attitude toward using Self service technology

• Sử dụng công nghệ tự phục vụ khiên tôi thây hài lòng

• Sừ dụng công nghệ tự phục vụ khiển tôi thấy tốt

• Sữ dụng công nghệ tự phục vụ khiến tôi thấy thuận tiện

Ease of use • Công nghệ tự phục vụ đòi hỏi ít công việc

• Thật dề dàng đế công nghệ tự phục vụ làm điều tôi muốn

Privacy • Tỏi muốn giao dịch thẻ tín dụng an toàn

• Tôi muốn hồ sơ giao dịch được giũ’ bí mật

• Tôi muốn giao dịch an toàn và bão mật

• Tôi có ý thức vê bảo mật thông tinAutonomy • Tôi muôn tự minh giái quyêt các nhu cầu của mình

• Tôi muổn tự chú trong viộc giãi quyết các vẩn đề của mình

• Tôi muốn tránh các vấn đề bàng cách tự mình làm

• Tỏi muốn tự chù trong việc giải quyết các vấn đề của minh

• Tôi muốn tránh các vấn đề bàng cách tự mình làm

• Tôi muốn đưa ra những lựa chọn và quyết định của riêng minh

Effectiveness • Tôi muốn được cung cấp mọi thông tin theo nhu câu cùa minh

• Tôi mong đợi một trái nghiệm hoàn hảo.

• Giao dịch được tô chức vì lợi ích tốt nhất cùa khách hàng

• Ọuá trình giao dịch không có lồi kỳ thuật.

Perveived of Usefulness • Công nghệ tự phục vụ sẽ hữu ích.

• Công nghệ tự phục vụ sẽ cãi thiện trái nghiệm giao dịch cùa lôi

• Công nghệ tự phục vụ sẽ thuận tiện

• Công nghệ tự phục vụ sẽ hữu ích trong việc đáp ứng nhu càu cùa tôi

Desire for interaction • Tôi thích tương tác với nhân viên

• Tôi thích làm việc với nhân viên đê giái quyêt nhu câu cúa lôi

• Dịch vụ nên dựa trên sự tương tác của con người

• Tôi mong muốn cỏ nhiều sự tương tác giừa con người với nhau nhât có thê

• Tôi sc lựa chọn sử dụng công nghẹ tự phục vụ.

• Tôi có kha năng cao là lựa chọn sừ dụng công nghệ tự phục vụ.

1 Giới tính của Anh/Chi:

3 Anh/Chị là sinh viên năm nào?

Vừa đi học, vừa đi làm

4 Thu nhập của Anh/Chị? (Nêu Anh/Chị còn phụ thuộc tài chinh, thu nhập sẽ tính luôn phần liền gia đình chu cấp cho Anh/Chị)

OUTER LOADINGS

AS AT DI EF EOU HV PR PU SI ƯV

FORNELL-LARCKER STANDARD OF CORRELATIONS

AS AT DI EF EOƯ HV PR PƯ SI ƯV

Appendix 4: COLLINEARITY STATISTICS: VARIANCE INFLATION FACTOR

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