nfc-enabled city maps measuring their perceived value
TRANSCRIPT
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NFC-Enabled City Maps Measuring their Perceived Value
Emre RonayRoman Egger
Salzburg University of Applied SciencesSalzburg, Austria
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Agenda• Introduction
– NFC technology
– Previous research
– Problem statement
– Smart Map
• Method
– Perceived Value
– Smart Map Use Case Test
• Study results
– Conclusion
– Limitations
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Introduction
NFC Technology
NFC allows to create a wireless, short-range communication between two NFC enabled devices by bringing them close to each other (Pesonen & Horster, 2012; Coskun et al., 2012, p. 7).
A user with an NFC device can interact with certain objects which are referred to as Smart Objects such as NFC Tags (Coskun et al., 2012).
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Introduction
Previous Research
Currently, the usage of NFC is still in the testing phase (Coskun et al., 2012).
Some research on NFC in tourism are; mobile payment (Pasquet et al., 2008; Pampattiwar, 2012), information retrieve (Ailisto et al., 2009; Coskun et al., 2012, p. 123), navigation information (Özdenizci et al., 2011) or mobile couponing (Pelz, 2013, online).
In addition, the NFC technology in transportation such as the ConTag in Frankfurt (Preuss, 2009), in hotels (Pesonen & Horster, 2012), stores and restaurants (Ailisto et al., 2009) or attractions (Rudametkin et al., 2010; Coskun et al. 2012, pp. 133-134 ) have been investigated
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Introduction
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Introduction
Problem Statement
Panorama Tours (Salzburg) --> Sound of Music tour (travelling to all the movie-related locations)
However, the buses are not allowed to enter the old city of Salzburg. Therefore, tourists receive a map and have to visit the places by themselves.
Therefore the idea was to attach NFC tags to the city map in order to provide additional information in an innovative and convenient way.
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Introduction
Smart Map Idea
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Method
Perceived Value
Zeithaml (1988) defined perceived value as “The consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given”. Perceived value is a continuous measurement for building a close relationship with customers (Sweeney & Soutar, 2001).
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Method
The PERVAL by Sweeney and Soutar (2001) has been implemented for the measurement.
The customer satisfaction dimension was added, in order to understand whether perceived value has a positive influence on customer satisfaction
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MethodStructural Equation Model - SPSS AMOS
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Method
H1: Emotional value of the Smart Map has a significant positive effect on perceived value.
H2: Social value of the Smart Map has a significant positive effect on perceived value.
H3: Functional value in terms of the price of the Smart Map has a positive effect on perceived value
H4: Functional value in terms of the quality of the Smart Map significant effect on perceived value
H5: Perceived value has a positive influence on customer satisfaction
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MethodSmart Map Use Case Tests
One-on-one Smart Map explanation Example of the use case
Individual use case test Survey after the Smart Map experience
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Study Results
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Study Results
Out of 100 (N=100) participants, 76 of them were not familiar with NFC technology
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Study Results
Price of the Map
91 of the respondents said that they are interested in further NFC use cases which is an important information concerning future research implications
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Study Results
Map Preference
Results indicated a higher preference with a mean of 4,23 for the Smart Map over the paper map with 3,52 and map applications with a mean of 3,19.
It needs to be indicated that the regular paper map has still a higher preference than the map applications considering that the highest proportion of the age ranges were young people between 20-29 years old (54 of the people).
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Study Results
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Study Results
Correlation Analysis
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Study ResultsRegression Analysis
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Study Results
Conclusion
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Study Results
Limitations
Respondents are on a vacation on don’t want to be disturbed in their experience by filling out a questionnaire and that why some responses might deviate from the perceptions of the tourists (Williams & Soutar, 2009)
The tourists had rather short time to experience the Smart Map and couldn’t move around with it.
Only English was available.
No price range for the map was given beforehand
