GOA INSTITUTE OF MANAGEMENT, GOA

MARKETING RESEARCH ASSIGNMENT

Section A Group 4
Self Service Technology and Consumers

Course Guide: Prof. Anubhav Mishra

Submitted By:

Aditya Mehra- 2019065

Anupam Anand- 2019196
Lakshay Kathuria- 2019092
Sukhman Gambhir- 2019238
Souvik Ghosh- 2019171
Yogiraj Kadam- 2019123
  Findings and Conclusions
From the 35 IDIs’ taken from all age groups all over the country, we found he following themes
emerging as a common viewpoint of the respondents.

 The Self-Service Technology has been emerging as a convenient option where the
respondents have experienced reduction in their process time as well as made things hassle
free.
 It has been proven to be better alternative in terms of connectivity and accessibility.
 There are also a few problems which the respondents faced; majorly technical glitches,
dependency on better internet and touch sensitivity which has caused some irritation amongst
people.
 Except for these there was a variation in the responses about Privacy and Security where 50%
of the respondents believe its being covered whereas others are scared about their data leaks
and security of information.
 To enhance the self-service technology, respondents said they believe automation, better
customer interface opportunities, simplistic design and layouts and increase in awareness
could be some options to increase the usage.
 When asked if they could completely rely on Self Service Technology, most of them said no,
also saying that this is the future but they would still prefer a system where there is some
human interaction, because human assistance and the touch seemed very important through
every IDI.
 As part of example, we had asked out participants about their choice of selection between
staffed check-out and self-service check-out. 69% opted for the self-service check-out while
17% went with staffed check-out. Others were comfortable with both the kinds.
 When we asked them if they have both the options available, which one they would choose
out of self-service technology and face-to-face service, 61% said they will go for self-service
technology while 19% still wanted to go for face-to-face service

 According to our research, 60% of our sample population say that self-service technologies
are more error free than the conventional methods. But as 37% people still think otherwise, it
clearly shows that there is a lot of room for improvement in terms of making self-service error
free.
  But when asked about convenience, 80%, i.e. majority of them told that they think self-
service technology is more convenient than the conventional methods. This shows that self-
service technologies are well received by the customers. Thus, introduction of self-service
technologies in more fields can be done.

 Flowcharts For Categories

CONVENIENCE

FLEXIBILITY REDUCES EFFORT &

EASE OF USE TIME SAVING ACCESSIBILITY
ENERGY
Faster and Available Any point
Easier to
Quicker everywhere of time Everything
process
is on finger
tap
Easier to Comfort of Very handy, Autonomy,
operate home, no readily freedom, space,
queue available
Lessens
Feasible, the effort
Tech Savvy ATM
Time span of
available easily select
entire process
everywhere things
Easy pay
system,
less
paperwork
Like to do
work in my
way

Reduced
complexity
of tasks
 HUMAN ASSISTANCE

HUMAN NO TYPE OF NO BACK

ASSISTANCE
INTERACTIO ASSISTANCE ASSISTANCE SUPPORT
N
Human touch Lack of Self- Few kinds Raising
needed guidance Aware of training complaints

Everything is
Human Counselling Know
self- Refunds not
interaction for abouts of the
explanatory instantaneous
query working
resolution
Cannot teach Instruction
everyone sheet given
Relationship Explaining Backend/
building the nuances Support
Comfortable of SST team
with the
machine
Understanding Vending
the apps machines
don’t have
change

TECHNICAL DIFFICULTIES

TECHNICAL TECHNOLOGY TECHNICAL

TECHNICAL
GLITCHES PROBLEMS ISSUES
DIFFICULTITES
Internet Technical Unexpected Technological
Connectivity Errors System anxiety
Issues Downtime
Unexpected
Frequent App Connectivity System Software Lag
Crashes Issues Downtime

App update
Instructions
Requires and Browser Privacy Issues
Not Clear
Supervision website and Data
and integration Breach
Moderation issues
 CONSUMER INHIBITIONS

TIME LENGTHY LACK OF NO HUMAN

CONSUMING PROCESS PROPER INTERACTIO

Unreachable Physical Generic Automated

Constraints Guidance Query
Resolution

Automated Unsatisfactory Lack of Difficult

Systems lead resolution Knowledge Complex
to errors
Problem
Technological Resolution
Troubles
Uncertainty Poor in App Backend/
Support Support
No Immediate Lack
team of
Help and Customization
Resolution and
Personalization
 DESIGN AND LAYOUT

Customer- Interactive Feel good Reduce Human

Complex UI
Centric Guidelines experience Involvement

Customizable Complex UI Interactive Substandard

that is being guidance, very technology Eliminates
provided good process doesn't provide the whole
good experience aspect of
human
Continuous
error
Feedback AI and chatbots
are efficient User experience
Confusing
enough to identify It reduces
different problems, manpower
Quick Resolution
Grievances
addressed
UI design is machine
bad, not will
customer eliminate
Customer centric
Engagement the factor
of how
someone
else would
think of me
PRIVACY AND SECURITY

Data leakage/
Privacy Security Data encryption Trust issues
data security

Do not want Giving out Cyber Lot of

data to get very crimes encryptions are Gaining the
leaked important being used for trust of
credentials security customer
Hacking purpose,
issues
Our
information is Fully encrypted Less trust
Privacy is a
getting leaked most of the time
myth,
day by day Financial Frauds
security
should be an
issue Trusted
not sure how apps
Files have encrypted the
Chances of
more chances information is
data hack is
of getting Privacy Risk lesser
leaked
A trust
factor
would be
there
 Third
party trust

Wordcloud:

The above word cloud as well as the interpretation of the consolidated IDI sheets were deduced to
codes and then into clustered themes, further were used to detect the most frequently used words
and further classified as categories. The flow charts depicted above show the codes, themes and
categories chosen.