“…Integrating NIT into service practices enhances operational efficiency and reduces costs (Loukis, Pazalos, & Salagara, 2012;Oliveira, Roth, & Gilland, 2002). Adopting NITs to provide services is typically referred to as eservice, which is "the use of new information technologies via the internet to enable, improve, enhance, transform, or invent a business process or system to complete tasks, solve problems, conduct transactions, or create value for current or potential customers" (Benaroch & Appari, 2011, p. 534).…”