الفهرس 
chapter one: overview of research frameworkOnly 14 pages are availabe for public view
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Abstract
The use of computer technology and the internet have transformed business processes to be e-processes (Meuter, Bitner, Ostrom and Brown, 2005). The effect of computer technology has been profound in the service industry which has traditionally relied on close personal contact between the customers and the service providers (Meuter et al., 2005). They stated that technology has been changing the way the services are developed and delivered to customers.
Self Service Technologies (SSTs) such as e-banking, e-learning, online investment trading, and so on, are emerging across industries (Meuter et al., 2005). There are multiple attitudes that derive customer intention to reuse an SST (Curran,Meuter, and Suprenant, 2003). Buyers’ continued usage depends on their acceptance of the technology and their satisfaction with service delivery (Eriksson and Nilsson, 2006). They noted that in terms of technology acceptance, perceived usefulness has been found to be a good indicator of how a product or service relates to the buyers’ or sellers’ context which means that even though an SST may be considered well-established, users will not perceive it as useful if it does not provide a benefit to them.
E-service can be usefully conceptualized as an interactive self-service (Rowley, Gilbert and Morton, 2007). Information provided by or collected from customers can be gathered and analyzed by the e-service provider, and used as the basis for the customization of the service that the organization offers to the customer (Rowley, Gilbert and Morton, 2007). He added that, the online service experience integrates service delivery and marketing communications, both of which are achieved through an exchange of information.