Effect of Waiting Time Satisfaction and Use of Self-service Technology on the Sustainability of Customer Loyalty
Subject Areas : Technology Management
mohammad mahdi davali
1
*
,
Shoorangiz Rezaei
2
1 - Payame noor university
2 - payame noor university
Keywords: Satisfaction with Waiting Time, Self-service Technology, Sustainability of Customer Loyalty.,
Abstract :
This research aims to examine the effect of satisfaction with waiting time and the use of self-service technology on the stability of customer loyalty, adopting a practical approach among passengers of Ayatollah International Airport in Larestan. Data were collected using a 15-item questionnaire based on a five-point Likert scale. Content validity was confirmed by the supervisor, and construct validity was assessed through factor analysis, with convergent validity values above 0.5 for all variables. Reliability was evaluated using Cronbach's alpha and composite reliability, both indicating satisfactory levels. The statistical population comprised all passengers of Ayatollah International Airport in Larestan, with 384 respondents selected randomly. Research hypotheses were tested using the partial least squares (PLS) technique with SmartPLS software. Results showed that satisfaction with waiting time significantly influences customer loyalty stability at a 95% confidence level. Similarly, the use of self-service technology positively impacts customer loyalty stability at the same confidence level. Additionally, satisfaction with waiting time positively and significantly affects the use of self-service technology. However, the mediating effect of self-service technology on the relationship between satisfaction with waiting time and customer loyalty stability, while significant, was found to be insignificant based on the VAF test.
1- مروتی شریفآبادی، علی، عندلیب اردکانی، داوود و برزگربفرویی، فائزه، تأثیر مدیریت زنجیره تأمین میهماننوازی پایدار بر رضایت و وفاداری مشتریان، برنامهریزی و توسعه گردشگری، شماره 42، 61-33، 1401.
2- حفظیفرد، راهچمنی و احمد، ثانویفرد، بررسی تأثیر درگیری رفتاری مشتریان بر قصد خرید با نقش متغیر میانجی وفاداری مشتری در شرکتهای هواپیمایی ایران، مدیریت، شماره 2، 233-217، 1402.
3- نورینسب، محبوبه، نوربخش، سیدکامران، حقشناس کاشانی، فریده، طراحی مدل دو جنبهای وفاداری مشتریان بانکداری الکترونیک (رویکرد کیفی مبتنی بر تئوری دادهبنیاد)، پژوهشهای مدیریت راهبردی، شماره 89، 186-163، 1402.
4- قمرپور، فاطمه، محمودی، محمود و مسعودی اصل، ایروان، تأثیر اجرای طرح تحول نظام سلامت بر میزان رضایت مادران از زمان انتظار و استمرار مراجعات خدمات در مراکز سلامت جامعه دانشگاه علوم پزشکی ایران، بیهق، شماره 3، 167-160، 1397.
5- رهبر، عبدوی، مطالعه تأثیر زمان انتظار بر ارزیابی کیفیت خدمات و رضایتمندی مشتریان در حیطه خدمات ورزشی، پژوهشنامه مدیریت ورزشی و رفتار حرکتی، شماره 28، 157-137، 1397.
6- امینی نظری، ساناز و غلامپور، غلامرضا، مروری بر تأثیر فناوری سلفسرویس بر رضایتمندی مشتریان، پنجمین کنفرانس ملی پژوهشهای کاربردی در مدیریت و حسابداری، تهران، 1397.
7- طالبی، حسین، امیری، مقصود و عظیمی، پرهام، تحلیل سیستم صف بانک و کاهش مدتزمان انتظار مشتریان با رویکرد شبیهسازی و طراحی آزمایشات، پژوهشهای مدیریت در ایران، شماره 10، 118-95، 1397.
8- S. M. A. Hasiri & M. Afghanpour, “Investigation of the factors affective on the loyalty of customers in banking industry in the framework of the model of personality characteristics of personnel (case study: Sepah Bank in Mazandaran Province)”, Procedia Economics and Finance, 36, 490-501., 2016.
9- K. S. Ofori, K. Boakye & B. Narteh, “Factors influencing consumer loyalty towards 3G mobile data service providers: evidence from Ghana”, Total Quality Management & Business Excellence, vol. 29, no. 5-6, pp. 580-598, 2018.
10- B. Narteh, & J. Kuada, Customer satisfaction with retail banking services in Ghana”, Thunderbird International Business Review, vol. 56, no. 4, pp. 353-371, 2014.
11- Y. Ayodeji & H. Rjoub, “Investigation into waiting time, self‐service technology, and customer loyalty: The mediating role of waiting time in satisfaction”, Human Factors and Ergonomics in Manufacturing & Service Industries, vol. 31, no. 1, pp. 27-41, 2021.
12- Y. Ayodeji, H. Rjoub & H. Özgit, “Achieving sustainable customer loyalty in airports: The role of waiting time satisfaction and self-service technologies”, Technology in Society, vol. 72, no. 102106, 2023.
13- Wiesel & R. Freestone, “Queue city: Authority and trust in the waiting line”, Geoforum, vol. 100, pp. 229-235, 2019.
14- S. Djelassi, M. F. Diallo & S. Zielke, “How self-service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model”, Decision Support Systems, vol. 111, pp. 38-47, 2018.
15- P. Kelly, L. Lawlor & M. Mulvey, “Customer roles in self-service technology encounters in a tourism context”, Journal of Travel & Tourism Marketing, vol. 34, no. 2, pp. 222-238, 2017.
16- M. Srivastava & A. K. Rai, “Mechanics of engendering customer loyalty: A conceptual framework”, IIMB management review, vol. 30, no. 3, pp. 207-218, 2018.
17- P. Kotler, K.L. Keller, Marketing Management, Prentice Hall, Upper Saddle River, NJ, USA, 2006.
18- M. IS ORAITE Customer loyalty theoretical aspects, Ecoforum J. vol 5, no. 2, pp 292-299, 2016.
19- R. A. Ganiyu, Customer satisfaction and loyalty: a study of interrelationships and effects in Nigerian domestic airline industry, Oradea J. Bus. Econom. Vol. 2, no. 1, pp.7–20, 2017.
20- N. U. Hadi, N. Aslam & A. Gulzar, “Sustainable service quality and customer loyalty: the role of customer satisfaction and switching costs in the Pakistan cellphone industry”, Sustainability, vol. 11, no, 8, p. 2408, 2019.
21- A.C. Van Riel, J. Semeijn, D. Ribbink, Y. Bomert-Peters, Waiting for service at the checkout: negative emotional responses, store image and overall satisfaction, J. Serv. Manag. Vol. 23, no.2, pp.144–169, 2012.
22- G. Tom, S. Lucey, A field study investigating the effect of waiting time on customer satisfaction, J. Psychol. Vol. 131. no 6, 655–660, 1997.
23- E. A. C. Lim, D. Kum & Y. H. Lee, “Understanding how changes within service experiences impact prospective vs. retrospective time judgments”, Journal of the academy of marketing science, vol. 43, pp. 730-745, 2015.
24- F. Bielen, N. Demoulin, Waiting time influence on the satisfaction-loyalty relationship in services, Manag. Serv. Qual.: Int. J.Vol. 17, no 2, pp. 174–193, 2007.
25- A. Mittal, The influence of waiting time satisfaction on customer loyalty towards multi-stage services: evidence from India, STRATEGII MANAGERIALE Vol.14, pp. 14–19, 2016.
26- A. K. Kaushik & V. Kumar, “Investigating consumers’ adoption of SSTs–a case study representing India’s hospitality industry”, Journal of Vacation Marketing, vol. 24, no. 3, pp. 275-290, 2018.
27- N. Robertson, H. McDonald, C. Leckie, L. McQuilken, Examining customer evaluations across different self-service technologies, J. Serv. Market. Vol. 30, no. 1, pp. 88–102, 2016.
28- G.L. Marzocchi, A. Zammit, Self-scanning technologies in retail: determinants of adoption, Serv. Ind. J. Vol. 26, no. 6, pp. 651–669, 2006.
29- H. Majra, R. Saxena, S. Jha, S. Jagannathan, Structuring technology applications for enhanced customer experience: evidence from Indian air travelers, Global Bus. Rev. Vol. 17, no. 2, pp. 351–374, 2016.
30- B. Weijters, D. Rangarajan, T. Falk, N. Schillewaert, Determinants and outcomes of customers’ use of self- service technology in a retail setting, J. Serv. Res. Vol. 10, no. 1, pp. 3–21, 2007.
31- H. Y. Moon & B. Y. Lee, “Self-service technologies (SSTs) in airline services: multimediating effects of flow experience and SST evaluation”, International Journal of Contemporary Hospitality Management, vol. 34, no. 6, pp. 2176-2198, 2022.
32- D. A. Thompson, P. R. Yarnold, D. R. Williams & S. L. Adams, “Effects of actual waiting time, perceived waiting time, information delivery, and expressive quality on patient satisfaction in the emergency department”, Ann Emerg Med, vol. 28, no. 6, pp. 657-665, Dec 1996.
33- Caruana, "Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction", European Journal of Marketing, vol. 36, pp. 811-828, 2002.
34- J. M. Curran & M. L. Meuter, "Self‐service technology adoption: comparing three technologies", Journal of Services Marketing, vol. 19, no, 2, 2005.
35- Ramayah, T. J. F. H., Cheah, J., Chuah, F., Ting, H., & Memon, M. A. (2018). Partial least squares structural equation modeling (PLS-SEM) using smartPLS 3.0. An updated guide and practical guide to statistical analysis, 1(1), 1-72.
36- M. Tenenhaus, S. Amato, V. Esposito Vinzi,. A global goodness-of-fit index for PLS structural equation modeling, Proceedings of the XLII SIS Scientific Meeting, Vol. Contributed Papers, CLEUP, Padova, pp. 739–742, 2004.
37- R. Wetzels, J. G.W Raaijmakers, E. Jakab, & , E.–J. Wagenmakers., How to quantify support for and against the null hypothesis: A flexible WinBUGS implementation of a default Bayesian t–test,Psychonomic Bulletin & Review, no.16: 752-760, 2009.
38- Y. M. Tsui & B. Y. Fong, “Waiting time in public hospitals: case study of total joint replacement in Hong Kong”, Public Administration and Policy, vol. 21, no. 2, pp. 120-133, 2018.
39- Borges, M. M. Herter, J.C. Chebat, It was not that long!": the effects of the instore T.V. screen content and consumers emotions on consumer waiting J. perception, Retailing Consum. Serv. no 22, pp. 96–106, 2015.