Technology-Based Self-Service and Its Impact on Customer Productivity

This study analyzed the impact of customer productivity in technology-based self-service of virtual golf simulation games in relation to customers’ repeated use, based on the examination of four factors: ease of use, performance, fun, and sense of presence of simulation. Data were collected from virtual golf simulator users in Korea. The findings suggest that ease of use, performance, fun, and sense of presence all contribute positively to customer productivity and increase the intention to reuse. These findings have theoretical and managerial implications for utilizing technology to improve customer productivity.