UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
This study aimed to determine the impact of the self-service technology (SST) adoption
attributes, namely ease of use, reliability, readiness, and interactivity, on customer
satisfaction towards governmental services in the United Arab Emirates (UAE). This
study adopted a quantitative approach. A sample consisted of 385 customers of Abu
Dhabi Distribution Company (ADDC), which were selected using simple random
sampling. Data were collected using a questionnaire as a research instrument and
analysed using multiple linear regression. At the significance level of 0.05, the findings
revealed SST reliability (β= -0.113, p=0.045) and interactivity of SST (β=0.302,
p=0.000) as significant predictors of customer satisfaction. In particular, the effect of
SST reliability on customer satisfaction is negative, while the effect of SST interactivity
is positive. The SST ease of use (β=0.034, p=0.549), and SST readiness (β=-0.044,
p=0.422) do not significantly affect customer satisfaction. In conclusion, the
interactivity attributes of the self-service technology would enhance customer
satisfaction with governmental services, while the reliability aspect of SST is more
likely to reduce customer satisfaction. In implication, the findings provide useful
guidance on attributes of self-service technology (SST) adoption attributes that can be
tackled in order to achieve high levels of customer satisfaction with the governmental
services in the UAE, particularly ADDC. |
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