Tham khảo tài liệu 'principles of service marketing and management_10', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER SIXTEEN THE IMPACT OF TECHNOLOGY ON SERVICES 3 65 the belief that it offers people increased control flexibility and efficiency in their lives. Factors that reduce customers receptiveness to new technologies include distrust a perceived lack of control feelings of being overwhelmed by technology and skepticism about its ability to work Research on technology anxiety has shown that customers may avoid using new technologies even if they understand the benefits. Educational efforts including hands-on training may be needed to minimize the impact of technology anxiety among both customers and employees. Providing alternative service delivery options allows customers to select the delivery method that best fits their 5. Build systems that are compatible with the way customers make decisions. Designers need to learn more about consumers behaviors and observe them in action. One Internet start-up launched a grocery shopping system that grouped cold cereals by their main ingredients rice corn wheat etc. Unfortunately many shoppers had trouble finding their favorite brands because they didn t know the ingredients 6. Study the effects of technology on what people buy and on how they shop. Research in the United States shows that text-based home-shopping systems make consumers more price-sensitive than systems that display realistic images of the merchandise. In Sweden a grocery store experimented with electronically adjusting prices according to the time of day. It found that a strategy of reducing prices in the evening increased sales by 40 percent during that time and doubled store traffic. 7. Coordinate all technologies that touch the customer. Whether a customer encounters a retailer via the Internet a catalog by telephone or in the physical store there should be some commonalities to the experience. Customers are often channel-blind. When they view a business as a single entity rather than a multi-channel operation they expect a specific .
