Article (Scientific journals)
Technology readiness and the evaluation and adoption of self-service technologies
Van Riel, Allard; Liljander, Veronica; Gillberg, Filippa et al.
2006In Journal of Retailing and Consumer Services, 13 (3), p. 177-191
Peer Reviewed verified by ORBi
 

Files


Full Text
Liljander et al TRI.pdf
Publisher postprint (267.25 kB)
Request a copy

All documents in ORBi are protected by a user license.

Send to



Details



Keywords :
Technology-readiness; services; innovation
Abstract :
[en] s companies struggle to persuade their customers to adopt new self-service technologies (SSTs), it has become increasingly important to understand the factors affecting customers’ attitudes towards these SSTs and their adoption behaviour. Technology readiness (TR), i.e. the customer's mental readiness to accept new technologies, has been proposed as such a factor. TR comprises four dimensions: innovativeness, optimism, discomfort and insecurity. This article investigates the effects of TR on customers’ (1) attitudes towards using SST for airline check-in, (2) adoption of self-service check-in, and (3) evaluations of a new self-service check-in on the Internet, in terms of perceived service quality, satisfaction and loyalty. An empirical study was conducted among loyalty program customers of a European airline, having access to Internet check-in. Data were collected with online and traditional mail surveys, resulting in 1258 usable responses. Analysis of the data revealed that only optimism and innovativeness formed unique individual dimensions. Furthermore, TR had surprisingly little impact on customer attitudes towards SST, on adoption behaviour, and on SST evaluations. Optimism explained consumer behaviour towards SSTs best, whereas innovativeness had only a marginal effect on attitudes towards using the Internet or a mobile phone to check-in. The article concludes with a discussion of the validity of the TR construct and suggestions for future research. Managerial implications are provided.
Research center :
INNOV
Disciplines :
Strategy & innovation
Author, co-author :
Van Riel, Allard ;  Université de Liège - ULiège > HEC - École de gestion de l'ULiège > Stratégie et déploiement de projets innovants
Liljander, Veronica
Gillberg, Filippa
Gummerus, Johanna
Language :
English
Title :
Technology readiness and the evaluation and adoption of self-service technologies
Publication date :
2006
Journal title :
Journal of Retailing and Consumer Services
ISSN :
0969-6989
Publisher :
Pergamon Press - An Imprint of Elsevier Science
Volume :
13
Issue :
3
Pages :
177-191
Peer reviewed :
Peer Reviewed verified by ORBi
Available on ORBi :
since 11 December 2008

Statistics


Number of views
635 (11 by ULiège)
Number of downloads
5 (2 by ULiège)

Scopus citations®
 
316
Scopus citations®
without self-citations
313
OpenCitations
 
258

Bibliography


Similar publications



Contact ORBi