Services Tech Readiness Essay

9449 Words Jan 18th, 2013 38 Pages
Developing successful technology-based services: the issue of identifying and involving innovative users
Jonas Matthing, Per Kristensson and Anders Gustafsson
Service Research Center, Karlstad University, Karlstad, Sweden, and

A. Parasuraman
Department of Marketing, University of Miami, Coral Gables, Florida, USA
Abstract Purpose – The aim of this paper is to explore the identification of innovative customers and the effectiveness of employing such customers to generate new service ideas in a technology-based service setting. Design/methodology/approach – The first study reported here employs the “technology readiness” (TR) construct and involves telephone surveys with randomly selected Swedish consumers. The second involves a field
…show more content…
Roberts, 2000; Menor et al., 2002). Some companies have been capitalizing on these opportunities as illustrated by the introduction of various online, mobile, and “smart home” services. It is clear that traditional service provision is undergoing major transformations due to the infusion of technology into service encounters (Bitner et al., 2000). As technology-based service provision replaces face-to-face service encounters, companies risk losing touch with their customers, and thereby an important source of information for their new service development process (Curran et al., 2003; Gronroos, 2000). As such, it is not surprising that the ¨
The current issue and full text archive of this journal is available at

introduction of technology-related services in consumer settings has been problematic. For instance, the International Customer Service Association (2001) reported that only 26 percent of e-customers were satisfied with their internet purchase experiences. And, a study by the Boston Consulting Group found that four out of five online purchasers have experienced failure, and out of all online purchases 28 percent fail. Furthermore, as new technologies proliferate through everyday life, ample anecdotal as well as survey-based evidence suggests signs of growing consumer frustration and

Related Documents