What is an Automated Loading Kiosk?

Cabauatan, Charles Victor J.

02 May 2022

CHAPTER 1 - INTRODUCTION
New technologies open up new avenues for company and alter the dynamic of
how customers and businesses engage. The pyramid model (Colby & Parasuraman,
2003; Parasuraman, 2000), an extension of Kotler's (1994) triangle model,
demonstrates the importance of technology in the marketing process. Pyramid models
use technology as a fourth axis along with the traditional pillars of the pyramid of
business, customer, and employee. This new axis plays a crucial role in reshaping
traditional marketing methods. It is the three links between company, customer, and
employee that technology transforms and revolutionizes: the Internet allows companies
to communicate directly with their customers, employees can provide well-fitting
services to customers because they have access to relevant information through
internal e-service, and the technology can improve communication efficiency and
interconnection between companies (headquarters) and their employees (Colby &
Parasuraman, 2003).
Retailers, too, are taking use of technological advancements in order to remain
relevant in the marketplace. Electronic kiosks for gifts and wedding registries, radio
frequency identification tags using an electronic product code (EPC), and in-store digital
signage with message cling have all become commonplace in retail over the past
decade. Virtual reality technology, for example, has allowed retailers to present
interactive 3D images of merchandise (Hyde, 2005; Porjes, 2006). There is an
underlying reason for the rise in the usage of technical applications: the fast
advancement of information technology. It is hoped that by doing this, shops would be
better equipped to satisfy the needs of their customers and boost their customer
happiness (Bitner, Ostrom, & Meuter, 2002).
It is common knowledge in the Philippines that we may use Automated Loading
Kiosks to purchase internet service provider promotional loads, fill up our favorite
gaming accounts, and make online bank withdrawals. The Automated Loading Kiosk is
a user-friendly service that may be found in a variety of nearby convenience stores,
offering a wide range of products and services. Additionally, the automated loading
kiosk is designed to be profitable as millions of internet users still depend on prepaid
internet and communication services. Not only does it provide load for purchasing
promos on your internet provider, but you can load, cash in and top up on e-games and
online banks as well. As we conduct this study, we have the chance to educate a large
number of people on the mechanics of using a platform like this. The purpose of this
research is to provide merchants and customers with information regarding the
advantages and disadvantages of an Automated Loading Kiosk.
An overview of Automated Loading Kiosk.
Self-service technology are becoming more popular in the workplace.
"Technological interfaces that allow clients to generate a service independent of direct
service personnel interaction" are commonly classified as "self-service technologies"
(Meuter, Ostrom, Roundtree, & Bitner, 2000, p. 50). Self-service technologies have
been referred to as Automated Loadng Kiosk choices. On-site and off-site alternatives
for self-service technology are available. "on-site" options include automatic ticketing,
electronic kiosks in department shops, information kiosks at hotels, and self-scanning at
retail outlets; "off-site" options include telephone and online banking and shopping on
the Internet (Dabholkar & Bagozzi, 2002).
Automated Loadng Kiosk (ALK) in brick-and-mortar retail establishments
(hereinafter referred to as ALK kiosks) have grown more prevalent and sophisticated as
merchants increasingly employ various distribution channels and information technology
evolves at a rapid rate (Hyde, 2005). Self-checkouts, digital picture kiosks, information
kiosks, interactive music and movie samplers, electronic kiosks for gift and wedding
registries, and automated prescription refill kiosks are all examples of ALK kiosks now
available in the retail industry.
In an Automated Loading kiosk, we may load our prepaid sim card, top-up our
favorite game, or cash-in on our online bank accounts, among many other services.
Initially, Automated Loading Kiosk machines just gave the fundamental functions of
loading money into a machine and topping it up. But as time went on, these machines
expanded their capabilities to include completing orders, paying household bills, and
transferring money through branded services.
Consumers and businesses alike benefit from ALK kiosk installation. Additionally,
ALK kiosks may be utilized to enhance customer service and hence serve as a
component of the retail experience (Rowley & Slack, 2003). ALK kiosks may improve
the in-store buying experience by offering customers with additional options,
convenience, privacy, control, and entertainment. ALK kiosks that are more advanced
may enable a loyalty program by distributing discounts and special offers to cardholders
(Rowley & Slack, 2003). Customers on the move may also utilize ALK kiosks for service
delivery and information providing while they pass through public concourses. ALK
kiosks have the potential to act as a similar alternative to mobile technologies for
"customers on the go" (Slack & Rowley, 2002). ALK kiosks offer a larger screen and
easier to use key boards than mobile devices like PDAs and cell phones (Slack &
Rowley, 2002).
References:

Bitner, M. J., Ostrom, A. L., & Meuter, M. L. (2002). Implementing successful self-
service technologies. Academy of Management Executive, 16(4), 96-109.
Colby, B. L., & Parasuraman, A. (2003). Technology still matters. Marketing
Management, 12(4), 28-33.
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. (2000). A comprehensive framework
for service quality: An investigation of critical conceptual and measurement
issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.
Hyde, L. (2005). Retail innovation opportunities: Ten for 2010. Retrieved March 1, 2006,
from Retail Forward,
http://www.retailforward.com/retailintel/specialreports/innovation2010.pdf.
Kotler, P. (1994). Marketing management: Analyis, planning, implementation, and
control (8th ed.). Englewood Cliffs, NJ: Prentice Hall.
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of
technology anxiety on consumer use and experiences with self-service
technologies. Journal of Business Research, 56(11), 899-906
Parasuraman, A. (2000). Technology readiness index (TRI): A multiple-item scale to
measure readiness to embrace new technologies. Journal of Service Research,
2(4), 307-320.
Porjes, S. (2006). The future of food retailing in the United States. Retrieved January
23, 2007, from MarketResearch.com Academic database.
Rowley, J., & Slack, F. (2003). Kiosks in retailing: The quiet revolution. International
Journal of Retail & Distribution Management, 31(6), 329-339.