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The role of technology readiness in customers’ perception and adoption of self-service technologies
 
Introduction

Increases in labor costs and innovations in technology have contributed to the growthof technology-based self-services (Dabholkar, 1996). Many service providers haveadopted a wide range of technologies in the process of service delivery. Customers usethe new technologies to produce and consume services without direct personal contactwith firm representatives. The trend for self-service technologies (SSTs) will continueas SSTs are increasingly implemented in customer-firm interactions (Meuter et al.,2000; Meuter et al., 2005).SSTs are technological interfaces that enable customers to take advantage of aservice without any service employee involvement (Meuter et al., 2000). Types of SSTsinclude telephone/interactive voice response, interactive kiosks, and the internet. Thereis limited understanding of what influences customers’ perception and adoption ofSSTs. Since these new technologies have transformed the nature of customercommunication and service (Howard andWorboys, 2003), it is necessary to investigatehow customers assess the attributes of SST service and how service outcomes areaffected.Although consumers are increasingly sophisticated in their technologicalinteractions, they may avoid certain SSTs if uncomfortable, even when benefits areobvious (Meuter et al., 2003).

 Customers’ technology readiness (TR) should be takeninto account in order to accurately predict the perception and behavior of customers(Parasuraman, 2000). Currently, there has been little research examining consumers’readiness to adopt, willingness to use, or evaluation of SSTs and any consequentinfluence on behavior. A research framework that explains the antecedents andconsequences of customers’ assessments of SSTs is still underdeveloped.This study attempts to integrate related literature in order to develop a conceptualframework for investigating SST adoption and its related issues. This paper isorganized as follows: we first review the relevant literature on TR, SST service quality,satisfaction, and behavioral intentions. Next, a conceptual framework and derivedhypotheses are presented along with research methodology and results. Finally, weclarify the findings, discuss implications and limitations, and suggest further researchdirections.

Self-Service Technologies (SSTs) are technological interfaces allowing customers to produce services independent of involvement of direct service employee.[1] Self-Service technologies are replacing many face-to-face service interactions with the intention to make service transactions more accurate, convenient and faster.

Technology Readiness Level (TRL) is a measure used by some United States government agencies and many of the world's major companies (and agencies) to assess the maturity of evolving technologies (materials, components, devices, etc.) prior to incorporating that technology into a system or subsystem. Generally speaking, when a new technology is first invented or conceptualized, it is not suitable for imMediate application. Instead, new technologies are usually subjected to experimentation, refinement, and increasingly realistic testing. Once the technology is sufficiently proven, it can be incorporated into a system/subsy本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。