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 investigate the effect of satisfaction from waiting time and the use of self-service technology on the stability of customer loyalty with a practical approach among passengers of Ayatollah Ayatollah International Airport in Larestan. A questionnaire containing 15 questions with a five-point Likert scale was used to collect data. First, the content validity of the questionnaire was confirmed from the supervisor's point of view. Then construct validity was also done using factor analysis technique. The value of convergent validity of all the variables was above 0.5 and the validity was confirmed. Cronbach's alpha coefficient and composite reliability were calculated to measure the reliability, and the reliability of the questionnaire was evaluated as favorable. The statistical population of this research is all the passengers of Larestan Ayatollah Ayatollah International Airport, and the questionnaire was randomly distributed to 384 people. The partial least squares technique and Smart Pls software have been used to test research hypotheses. The results showed that the satisfaction of the waiting time on the stability of customer loyalty is confirmed with 95% confidence. Self-service technology was confirmed on the stability of customer loyalty with 95% confidence. Also, satisfaction with waiting time on self-service technology was positively and significantly estimated; However, the effect of self-service technology on the relationship between satisfaction from waiting time on the stability of customer loyalty, it was confirmed at a significant level, but was estimated 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، 1401، 61-33.
[2] حفظی فرد، راه چمنی و احمد، ثانوی فرد، بررسی تأثیر درگیری رفتاری مشتریان بر قصد خرید با نقش متغیر میانجی وفاداری مشتری در شرکت‌های هواپیمایی ایران، مدیریت، شماره 2، 1402، 233-217.
[3] نوری نسب، محبوبه، نوربخش، سید کامران، حق‌شناس کاشانی، فریده، طراحی مدل دو جنبه‌ای وفاداری مشتریان بانکداری الکترونیک (رویکرد کیفی مبتنی بر تئوری داده بنیاد)، پژوهش‌های مدیریت راهبردی، شماره 89، 1402، 186-163.
[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، 1397، 167-160.
[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، 1397، 157-137.
[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، 1397، 118-95.
[8] S. M. A. Hasiri & M. Afghanpour, (2016). “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. [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 & 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. [12] I. Wiesel & R. Freestone, “Queue city: Authority and trust in the waiting line”, Geoforum, vol. 100, pp. 229-235, 2019. [13] 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. [14] 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. 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] 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. [18] 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. [19] A. Mittal, “The Influence of Waiting Time Satisfaction on Customer Loyalty towards multi-stage Services in a full-service restaurant: Evidence from India”, Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, vol. 6, no. 183, pp. 22-26, 2016. [20] 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. [21] 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. [22] 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. [23] A. 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. [24] J. M. Curran & M. L. Meuter, "Self‐service technology adoption: comparing three technologies", Journal of Services Marketing, vol. 19, no, 2, 2005. [25] Y. M. Tsui & B. Y. Fong, (2018). “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.
