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

European Journal of Information Systems, Vol. 17, No. 4, 2008

25 Pages Posted: 20 Oct 2008 Last revised: 11 Oct 2010

See all articles by Aristeidis Theotokis

Aristeidis Theotokis

Leeds University Business School; Athens University of Economics and Business, Department of Management Science and Technology

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology

Abstract

Previous studies in information systems research and service marketing treat customer behavior towards technology-based services homogeneously. However, recent studies recognize that users have different attitude towards different technologies even if these technologies used to support the same service. 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 study 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. Technology-based retail services scenarios, with different levels of technology contact, are presented to supermarket shoppers (n=600). Results show that customer technology contact, as a unique service attribute, moderates the effect of personality traits to customers' attitude. The current study introduces this new service attribute that is applicable to ubiquitous computing services, application and design.

Keywords: technology-based services, ubiquitous computing, customer contact, consumer behaviour

Suggested Citation

Theotokis, Aristeidis and Vlachos, Pavlos A. and Pramatari, Katerina, The Moderating Role of Customer-Technology Contact on Attitude towards Technology-Based Services. European Journal of Information Systems, Vol. 17, No. 4, 2008. Available at SSRN: https://ssrn.com/abstract=1286025

Aristeidis Theotokis (Contact Author)

Leeds University Business School ( email )

Leeds LS2 9JT
United Kingdom

Athens University of Economics and Business, Department of Management Science and Technology ( email )

76 Patission Street
Athens, 104 34
Greece

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

Katerina Pramatari

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece
+30 210 8203663 (Phone)
+30 219 8203664 (Fax)

HOME PAGE: http://www.eltrun.aueb.gr

Register to save articles to
your library

Register

Paper statistics

Downloads
70
Abstract Views
759
rank
327,519
PlumX Metrics