To do or not to do: the dilemma of technology‐based service improvement

Abstract

Purpose

The purpose of this paper is to suggest a conceptual framework to examine customer satisfaction with a technology‐based service improvement. Three factors are suggested that influence customers' acceptance of the improved service: internal, consistency and external (ICE).

Design/methodology/approach

Hypotheses are constructed by reviewing literature in the areas of customer satisfaction, marketing services and diffusion of innovation. An exploratory study was conducted in an academic setting, to examine changes in learning formats, and the resulting reactions. The empirical research involves three major procedures: personal interviews, focus groups and surveys.

Findings

The findings, based on both qualitative and quantitative research, support the proposed conceptual framework. It was found that students' behavioral intentions regarding a new, technology‐based learning format, can be explained by the following factors: perceived outcome and ease of use (internal factor), technology orientation and consistency of the new with the old delivery process (consistency factor), and the perceived image of the academic institute (external factor).

Originality/value

It is suggested that when considering service improvements, more attention should be paid to the organization's image, the consistency with the traditional service and the customer technology orientation.

Citation

Timmor, Y. and Rymon, T. (2007), "To do or not to do: the dilemma of technology‐based service improvement", Journal of Services Marketing, Vol. 21 No. 2, pp. 99-111. https://doi.org/10.1108/08876040710737868