Self-service as a motivation factor for innovative service
Self-service as a motivation factor for innovative service

Summary/Abstract: Self-service as an innovative service attracts many opinions on the needs, use, comfort and opportunities of the future. Scientists recognise the advantages of self-service over traditional service and are carrying out research on how to motivate consumers to switch to self-service. This pa-per analyses the application of motivation for the consumer self-service option. The objective is, based on a theoretical concept of self-service as an innovative service, to identify the reasons for the choice of self-service. The theoretical part of the paper provides an analysis of the essence of self-service as an innovative service. The analysis is based upon the results of empirical research in March 2012 in Lithuania (N=112). The paper identifies the factors that in-fluence consumer motivation for the choice of self-service according to an online survey. It turned out that companies which offer self-service as an innovative service are modify-ing consumer behaviour by liberating consumers and moti-vating them to act.

• Details
• Contents