TECHNOLOGY-ENABLED SERVICES: IMPORTANCE AND ROLE OF TECHNOLOGY READINESS

Set in the tourism/hospitality context, this study explores consumer perceptions of technology-enabled services (TESs) and their relationship to technology readiness (TR). Data were collected through a web-based survey from air travelers and hotel patrons. The results suggest that customers generally separate TESs into three categories: peripheral, standard, and network access related, with standard TESs being most important. The perceived importance of TESs is found to be positively associated with consumers' technology readiness, and the strength of this association is stronger in the airline case, suggesting a moderation effect of service category on the relationship between perceived importance of TESs and TR. The findings of this study should help organizations make technology-related decisions and develop the right technological infrastructure for achieving competitiveness and customer satisfaction.