The Effect of Technology-Based Self-Service Characteristics on Small Business Owners’ TBSS Use Satisfaction and Marketing Performance

Purpose: Small business owners often offer technology-based self-service (TBSS) due to growing consumer preference for cost-efficiency, precise service, and purchasing autonomy. This paper conducted a study on small business owner to explore the effects of TBSS characteristics on marketing performance through TBSS use satisfaction and practically analyzed the findings. Research design, data, and methodology: In this study, an online survey was conducted with the current small business owners nationwide as the population. A total of 296 respondents were analyzed for a valid sample. First, confirmatory factor analysis was conducted to confirm the reliability and validity of variables. Second, the hypothesis was empirically verified using covariance structure analysis. Results: The results of the study targeting small business owner is as follows. In this study, the characteristics of technology based self service were divided into usefulness, convenience, image and compatibility, and their influence on variables was verified. First, the effect of technology based self service characteristics on TBSS use satisfaction was examined, and then the impact of TBSS use satisfaction on marketing performance was analyzed. Usability, convenience, image, and compatibility had a positive (+) effect on TBSS use satisfaction. TBSS use satisfaction was found to have a positive (+) effect on marketing performance. Implications: First, this study has theoretical significance in that it identified antecedent factors and results that affect TBSS use satisfaction for domestic small business owners. Second, companies producing TBSS devices need to provide devices with high usability, convenience, image, and compatibility.