Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies
Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies
M. Meuter,M. J. Bitner,Amy L. Ostrom,Stephen W. Brown
2005 · DOI: 10.1509/jmkg.69.2.61.60759
1,748 Citations
TLDR
The authors show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.