Intentions to Use Technology-Based Customer Interfaces in Service Delivery
Service research has identified a myriad of factors that influence consumer perceptions, expectations, evaluations, and attitudes toward the services they use. Most of this research has focused on the interpersonal encounter rather than the technology driven encounter where the consumer never actually interacts with service employees. There can be little doubt that the introduction of Technology-Based Customer Interfaces (TBCIs) necessitates further research to better understand customers' attitudes toward service providers and their intentions to use technology-based service delivery systems. In this research, the author proposes and empirically tests three competing structural models that include consumer reactions to both the interpersonal and the technological aspects of the encounter to understand their intentions to use TBCIs. A banking context was used which allowed three separate technologies to be examined. The data provides evidence that consumer choice to utilize TBCIs can be influenced by several separate and distinct attitudes relevant to the service and technologies.