Intention to adopt technology-based self-service: the case of
airport self check-in service for Iran aviation industry

Abstract: The growth of new innovative technologies in service delivery and increasing
labor costs make service providers to think about new service delivery
options which allow customers to serve themselves as an alternative way.

These new services potentially offer consumers round-the-clock access to
services, including during emergencies. These kinds of new services are
known as Technology-Based Self-service delivery (TBSS). TBSS delivery is
classified into two category of services which are on-site (at firms site)
and off-site service (at customer home/place): the customer's interaction
with the technology can be direct or indirect. This research will focus on
the on-site TBSS with direct interaction between the customer and
technology: this thesis attempts to investigate and analysis the factors
that influence intention to adopt self check-in machines (kiosks) from the
Iranian flight passengers point of view.

In order to achieve our objective a famous attitudinal model has been chosen
which has two parts, the core model and the moderating variables: the core
model includes attitudes toward TBSS which has three determinants
(performance, ease of use and fun) and then attitudes influence the
intention to use TBSS. The moderating variables are divided into two groups,
customer traits (self-efficacy, inherent novelty seeking, need for
interaction, self-consciousness) and situational factors (waiting time and
social anxiety). This research will study on the relationships between the
core model constructs and the moderating variables effects on the
relationships within the core attitudinal model for TBSS.

The measures and hypotheses were analyzed using LISREL technique. The
results showed that in the core model performance and ease of use factors
influence the attitudes, but the fun factor was not significant: also
attitudes significantly influence the intention to use TBSS. The results of
moderators indicate that marketers should promote the performance or
reliability of TBSS when the target passengers are likely to have either one
or all of following characteristics: 1) high self-efficacy, 2) high inherent
novelty seeking, 3) Low need for interaction, 4) high self-consciousness.

Also marketers should promote ease of use of their TBSS if their target
passengers are likely to have either one or all of following
characteristics: 1) Low self-efficacy, 2) Low inherent novelty seeking, 3)
High need for interaction, 4) Low self-consciousness: and also when it is
expected to have high waiting time and crowded environment. Finally in order
to have un-crowded environment and decrease the waiting time the reliability
(performance) and ease of use aspects of TBSS should be highly considered in
the service design.