RISK PERCEPTION OF TECHNOLOGY-BASED SERVICE USAGE IN INTER-ORGANIZATIONAL SETTINGS

摘要

During the last decades traditional manufacturers and industrial sellers have moved into service and customer solution fields to solidify and improve their positions in increasingly competitive markets (Tuli et al. 2007). In order to provide efficient and effective services these companies often integrate new technology in their business processes (Rust and Huang 2012). Modern information technologies leverage service advances (Ostrom et al. 2010) and enhance their productivity (Rust and Huang 2012), e.g., by automatizing the delivery processes. However, technology also changes the interaction at the interface between firms and employees (Bitner, Brown, and Meuter 2000). Whereas in B2C settings new service technologies such as self-services have received considerable research interest over the last years (Dabholkar 1996; Makarem, Mudambi, and Podoshen 2009), self-service technologies do not play a dominant role in business-to-business settings. The emerging technology-driven service type in industrial settings comprises remote service (Schumann, Wunderlich and von Wangenheim 2011), smart service (Wunderlich, Bitner and von Wangenheim 2013) or separate service (Paluch and Blut 2013).