Mobile services (In-services) is emerging as a key priority for businesses that recognise it as an alternative technology-based self-service option for consumers, and are developing strategies for the mobile marketplace. At this stage, however, little is known about consumers' expectations of this self-service option and how these expectations affect their intention to use m-services. This study undertakes a review of literature addressing attitudinal theory, self-service technologies (SST) and mobile devices, in an attempt to contextualise the links between these three areas within the marketing discipline. The results of this literature review substantiate a case for modifying the Dabholkar and colleague's (1996, 2002) two models, the Attribute-based Model and Attitudinal Model of Technology based self-services.
The original attributes of the two previous models included usability, performance and enjoyment. This research proposes additional attributes to account for benefits specific to mobile digital technology such as ubiquity and mobility. Furthermore, this proposed model also allows for the moderating effects of individuals' perceived behavioural control mechanisms such as self-efficacy, inherent novelty seeking, risks and evaluation of benefits or values. This research empirically tests the applicability of this revised model to mobile devices and provides directions for businesses developing m-service strategies to enhance their service quality.
The underlying constructs of the model, were validated firstly through a focus group and data were collected through, web-based survey to a sample size of eighty. From the regression analyses, it was found that performance and consumers' need for mobility have significant influence on perceived service quality. Unexpectedly, usability and enjoyment, however, have insignificant effects. A noteworthy direct relationship exists between ubiquity and consumers' intentions to use mobile devices for self-services. All control variables demonstrate their moderating effects. However, another notable finding is that self-efficacy, like ubiquity, directly influences consumers' intentions.
These findings have both theoretical and practical implications. Theoretically, they support the proposition that control variables have moderating effects instead of direct effects. Further, mobile devices may be considered as a SST. Lastly, the resll1ts demonstrate service quality may be considered as an attitude that precedes consumers' intentions. In the practical sense, the research highlights the significant effects of performance and consumers' need for mobility on perceived service quality. In turn this perceived service quality, together with ubiquity and self-efficacy, directly influences consumers' intentions to use mobile devices for self-services. Moreover, moderating effects of risks exist on the relationship between perceived service quality and intentions. Managers must therefore consider the effects of privacy and security risk issues on the service quality and attempt to reduce these concerns. Further, managers must work to enhance performance in order to improve service quality. To encourage intentions, managers should promote consumers' need for mobility and the ubiquity benefit of mobile devices as a SST, in addition to provide adequate training with the consumers to improve their self-efficacy to use this innovative technology.