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The Moderating Role of Customer-Technology Contact on Attitude towards Technology-Based Services

Dimension Value
  • Type of the Research Result
  • Model
    • Other Model
  • Current Status of Development
  • In Progress
    • With Pilot Application
  • Number of Cases
  • Not Specified
  • Functional Area
  • Supporting Processes
    • Technology Management
  • Company Size
  • Not Specified
  • Lifecycle Phase
  • Not Specified
  • Types of Customers of Value Bundles
  • Businesses
  • Not Specified
  • Industry Sector
  • Not Specified
  • Standardization
  • No Standardization

Drawing on literature from service marketing (i.e. customer contact theory), information systems, (unified theory of technology acceptance) and organizational behavior (task complexity theory), this paper proposes a construct that classifies technology-based services according to the level of customer-technology interaction they require, namely the Customer-Technology Contact. The moderating effect of this construct on the relationship between individual characteristics –i.e. technology readiness- and attitude towards technology-based services is examined through an empirical study.

This research result was described by Sanja Tumbas (2. May 2011 - 10:47)
This research result was last edited by Sanja Tumbas (14. November 2011 - 21:19)

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