THE IMPACT OF PERCEIVED CORPORATE AFFINITY FOR TECHNOLOGY ON SERVICE OUTCOMES: A SIGNALING THEORY PERSPECTIVE

Abstract

Congruity theory suggests that customers’ attitudes toward technology limit the benefits service firms accrue from publicizing their technological relationship, but signaling theory suggests the opposite. Both are used to develop and test hypotheses regarding the relationships between customer perceptions of corporate affinity for technology (PCAFT) and service outcomes. The study reveals that there are differences between customer types. For traditional financial service customers, PCAFT is driven by customers’ personal affinity for technology consistent with selective attention theory and PCAFT is positively related to service performance perceptions. For younger customers, personal affinity for technology moderates the link between PCAFT and service performance perceptions.

Additional information

Notes on contributors

David E. Fleming

David E. Fleming (Ph.D., University of South Florida), Associate Professor of Marketing & Director Sales and Negotiations Center, Scott College of Business, Indiana State University, Terre Haute, IN, [email protected]

Andrew B. Artis

Andrew B. Artis (Ph.D., University of Tennessee), Associate Professor of Marketing & Academic Director MBA and EMBA, Muma College of Business, University of South Florida, Tampa, FL, [email protected].

Eric G. Harris

Eric G. Harris (Ph.D., Oklahoma State University), Professor of Marketing & Esch Family Faculty Fellow, Gladys A. Kelce College of Business, Pittsburg State University, Pittsburg, KS, [email protected]

Paul J. Solomon

Paul J. Solomon (Ph.D., University of Arizona), Professor of Marketing & Director of MS in Marketing, Muma College of Business, University of South Florida, Tampa, FL, [email protected]