A Technology Readiness Based Taxonomy of Customers: A Replication and Extension.

  • Tsikriktsis N
  • 9


    Mendeley users who have this article in their library.
  • N/A


    Citations of this article.


Although the service management field has developed and put forward new concepts, we have historically done a less effective job validating these concepts after their introduction. Given this issue, this study attempts to test and extend Parasuraman and Colby's (2001) taxonomy of technology readiness. Their taxonomy (originally developed based on a U.S. sample) was replicated with a U.K. sample. This study's replication partially supports their taxonomy of five types of customers based on their technology beliefs. The author found support for the existence of four of the five original clusters (explorers, pioneers, skeptics, and laggards) but found no evidence of the existence of a fifth segment named paranoids. The author also identifies the themes that underlie the formation of the taxonomy, namely, technophobia and technological positivism. Finally, for each cluster the relationships between technology readiness, demographics, current use, and future adoption of technology-based services are explored and compared. [ABSTRACT FROM AUTHOR]

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Nikos Tsikriktsis

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free