Structuring Technology Applications for Enhanced Customer Experience: Evidence from Indian Air Travellers

The objective was to study the influence of self-service technology on customer experience and the attributes that constitute customer experience. The study was conducted in the airline industry. The respondents were airline travellers who were surveyed to understand the relationship between self-service technology and customer experience. As customer experience is defined through the sensory, affective, behavioural and relational context, the measurement tools were designed accordingly. The data were collected through personal interview, focus group and survey method. The results of the study show that there is a significant positive relationship between self-service technology and customer experience. This study highlights that customer empowerment through self-service technology has today fundamentally changed the dynamics of the marketplace. Technology interface of the traveller did not vary due to varying income levels and hence had no bearing on his customer experience. A traveller’s usage of self-service technology was not affected by the purpose of travel (leisure or business). The study highlights the importance of usage of self-service technology in creating a customer experience for the traveller. Self-service technology facilitates the customer interaction with the service provider, thereby helping the airline serve the customer faster and better. The service provider’s introduction of self-service technology at various touch points in the customer’s journey enhances customer experience.