Self-Service Technologies and Generation Y: are they beyond the personal touch?
by Dena Hale, Ramendra Thakur
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 1, No. 2, 2006

Abstract: It is essential that academia understand the next generation of consumers' preferences, needs, and wants in the new service economy. This paper looks at the preference for and usage of SST options across a variety of service types for members of the Generation Y cohort group. Furthermore, respondent's Technology Anxiety, gender, and ethnicity were examined to determine which factors influence their technological preferences. Findings indicate that Gen-Y members may not be ready to abandon human interaction in the name of profits and convenience. Findings also indicate that differences in technology preference and TA exist between business and non-business Gen-Y members.

Online publication date: Wed, 04-Oct-2006

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