to easily use the new service format ( McCorkle et al. , 2001 ). Previous studies have discussed the relations between customer technology readiness and adoption ( Parasuraman, 2000 , Curran et al. , 2003 , Chang and Kannan, 2002 ). Parasuraman (2000) defines technology readiness as people's propensity to embrace and use new technologies for accomplishing goals in home life and at work. A technology-oriented customer may see the new service process as advantageous over the old one, while a technology-challenged customer may see it as a drawback ( Mick and Fournier, 1998 ). Consumers vary in their degree of innovativeness and tendency to adopt new technologies. According to Rogers (1995) , a customer's adoption type (innovator, early majority, or laggards) can explain his or her reaction to the improved service process. Parasuraman and Colby (2001) have introduced a new taxonomy of customers based on their technology readiness. They suggest five types of customers based on their attitudes and beliefs towards technology. Tsikriktsis (2004) have replicated their study in the UK market and found support for four out of the suggested five customer types (explorers, pioneers, skeptics, and laggards). P5 . It is proposed that customer reaction to the improved service process is positively related to his/her technology orientation. The external factor The external factor refers to customer perception of the improved service as suitable or not suitable for the firm in terms of its image and positioning. It has been argued that customer satisfaction and behavior intentions are