The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies

Today’s competitive world is increasingly characterized by technology-assisted services and transactions. Self-service technologies (SSTs) continue to be a critical component of customer–firm interactions but not all customers like to use SSTs or are ready to use them. In this study, we examine the role of customer’s technology readiness (TR) and assess the influence of TR on both satisfaction and behavioral intentions toward SSTs. We first review the relevant literature on technology readiness, satisfaction and behavioral intentions, then explore their relationships, and present our research framework and hypotheses. This model was tested with a sample of 413 consumers. The hypothesized model was statistically significantly supported, indicating that TR does influence customer satisfaction and behavioral intention with SSTs. Implications of the results are then discussed.