THE IMPACT OF PERCEIVED CORPORATE AFFINITY FOR TECHNOLOGY ON SERVICE OUTCOMES: A SIGNALING THEORY PERSPECTIVE
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DOI: 10.1080/10696679.2017.1369127
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… read more here.
Keywords: affinity technology; signaling theory; service; technology ... See more keywords