Service encounters and technology: The role of attachment styles in technology readiness and technology acceptance

Abstract

Amid ongoing innovation of technology and technological devices, service firms are continuously searching for alternative ways to deliver services to their customers. Service firms can struggle trying to strike a balance between self-service technology and the human interaction of the service encounter. This study examined the role of attachment theory in the relationship between technology readiness and technology acceptance. The objective of the research was to gain a better understanding through attachment theory of how consumers' cognitive processes will affect their perceptions of technology as a delivery mechanism of the service encounter. The study was conducted by surveying current clients of a financial services firm to determine their technology readiness, technology acceptance, and attachment style. The results showed that technology readiness is a key driver to technology acceptance; however, attachment styles showed a limited moderation effect on the relationship between technology readiness and technology acceptance.