Analysis of technology value-in-use and the impact of service quality

The goal of this research is to assess the impact of service quality on technology value-in-use. The challenge with value is that companies are not certain about what brings value and therefore they don’t meet customer expectations. S-D logic provides an alternative view on value, which is created in customer’s processes and/or jointly between the customer and the service provider. Technology businesses are commonly considered as service organisations embedded in goods dominant logic. However, it is important to develop further value concepts in perspective of value-in-use because it can offer technology service providers new insights for business opportunities and improved value propositions. The application of current S-D logic and value-in-use concepts are not valid for technology because it has certain features that set it apart from common goods and services. Value of technology is dependent on interpretive schemes and user abilities whereas value for common goods and services depends on the beneficiary application of operand resources. Therefore, a reformulation of the common concepts is required. This research raised and analysed the information content of ten interviews with technology users. Four service expectation categories emerged based on the insights of the interview transcripts, namely responsiveness, interactions, core competences and technology. In addition, two value-in-use categories emerged: Time and cost reduction. From the analysis of the data it can be stated that there are some gaps between service expectation and value-in-use experience. Key words: S-D logic, technology, value-in-use, service quality