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Exploring the Role of Technology Readiness in Developing Trust and Loyalty for E-Services
Abstract
Technology readiness relates to an individual’s propensity to embrace new technology. Consumers high in technology readiness are very optimistic about the impact of technology, have high levels of innovativeness, are very comfortable in using technology, and feel less insecure about technology. Previous studies have shown how technology readiness influences a consumer’s evaluation of service quality. The effect of technology readiness can also be on such constructs like trust with the service provider as well as loyalty to the service provider. The present study looks at the impact of technology readiness on the evaluation of e-service quality and its subsequent impact on e-trust and e-loyalty. Users of job-service portals in India were contacted for data collection. A total of 350 respondents replied to the questionnaire. The data was analysed through a path analysis procedure. The study found ample evidence for the impact of technology readiness on e-service quality, e-trust and e-loyalty. However the path from e-trust to e-loyalty as well as from e-service equality to e-trust was not found to be significant. The paper discusses the development of the conceptual model, empirical study as well as the implications. Finally, the practical implications that emerge from the results are also discussed.
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