The role of technology readiness in customers' perception and adoption of self‐service technologies

Abstract

PurposeThis study aims to examine how technology readiness (TR) influences customers' perception and adoption of self‐service technologies (SSTs) through development of an empirical model to explore the relationships among TR, perceived service quality, satisfaction and behavioral intentions toward SSTs.Design/methodology/approachA theoretical framework is proposed to suggest the links between the four constructs. Extant research and concepts from various fields, including marketing, psychology and information system (IS), are reviewed, deriving six hypotheses. Data from SST users is examined through structural equation modeling (SEM).FindingsResults indicate TR influences perceived SST service quality and behavioral intentions, while perceived SST service quality has a positive impact on customer satisfaction and behavioral intentions toward SSTs.Research limitations/implicationsThis study represents an early attempt at explaining the role of TR in customer SST usage. Future research directions are discussed, with an emphasis on incorporating attitudinal, behavioral, situational and psychographic factors to improve our understanding of SST usage.Practical implicationsTR should be given increased attention by firms implementing SSTs to improve customer perception and adoption of SSTs. Firms also need to examine all SST service quality dimensions in order to improve customer satisfaction and behavioral intentions toward SSTs. An aggressive approach toward strengthening TR drivers and reducing TR inhibitors will show benefits for both firms and customers.Originality/valueThis paper represents the first study to propose and empirically examine the relationships among TR, perceived SST service quality, satisfaction and behavioral intentions toward SSTs.

The effect of self-checkout quality on customer satisfaction and repatronage in a retail context

“…While the process of forming perceptions of service quality is mainly cognitive, customer satisfaction judgements are influenced both by cognitive and affective elements, as they are evaluation-and emotion-based responses (Oliver 1997). Satisfaction is defined as the degree to which an individual derives positive feelings from consumption (Lin and Hsieh 2006), or as a judgement by the consumer that the product or service provides a pleasurable level of consumption-related fulfillment (Lin and Hsieh 2007). Also Oliver (1997) argues that satisfaction is a customer ''fulfilment response'', a post-purchase phenomenon that portrays how much the customer likes or dislikes the service.…”

Technology readiness in a B2B online retail context: An examination of antecedents and outcomes

“…To date, TR studies have been largely confined to the business to consumer (B2C) domain (Lin & Hsieh, 2006;Jung-Yu & Chorng-Shyong, 2010); few have considered technology readiness in an organizational context (Richey et al, 2007, Richey et al, 2008. This is interesting, given that many consider readiness to adopt web related technologies as a crucial indicator in developing an online presence (Lai & Ong, 2010).…”

Predicting the Drivers of the Intention to Use Mobile Learning in South Korea

“…To accurately predict consumer behavior in such an environment, it is necessary to determine whether individuals are ready to accept new technology [12]. To this end, Parasuraman [13] developed the technology readiness index, based on groundwork by Mick and Fournier [14].…”