To do or not to do: the dilemma of technology‐based service improvement

Purpose – The purpose of this paper is to suggest a conceptual framework to examine customer satisfaction with a technology‐based service improvement. Three factors are suggested that influence customers' acceptance of the improved service : internal, consistency and external (ICE). Design/methodology/approach – Hypotheses are constructed by reviewing literature in the areas of customer satisfaction, marketing services and diffusion of innovation. An exploratory study was conducted in an academic setting, to examine changes in learning formats, and the resulting reactions. The empirical research involves three major procedures: personal interviews, focus groups and surveys. Findings – The findings, based on both qualitative and quantitative research, support the proposed conceptual framework. It was found that students' behavioral intentions regarding a new, technology‐based learning format, can be explained by the following factors: perceived outcome and ease of use (internal factor), technology orientation and consistency of the new with the old delivery process (consistency factor), and the perceived image of the academic institute (external factor). Originality/value – It is suggested that when considering service improvements, more attention should be paid to the organization's image, the consistency with the traditional service and the customer technology orientation.