An Updated and Streamlined Technology Readiness Index: TRI 2.0
Abstract
The Technology Readiness Index (TRI), a 36-item scale to measure people’s propensity to embrace and use cutting-edge technologies, was published in the Journal of Service Research over a decade ago. Researchers have since used it in a variety of contexts in over two dozen countries. Meanwhile, several revolutionary technologies (mobile commerce, social media, and cloud computing) that were in their infancy just a decade ago are now pervasive and significantly impacting people’s lives. Based on insights from extensive experience with the TRI and given the significant changes in the technology landscape, the authors undertook a two-phase research project to update and streamline the TRI. After providing a brief overview of technology readiness and the original TRI, this article (a) describes the multiple research stages and analyses that produced TRI 2.0, a 16-item scale; (b) compares TRI 2.0 with the original TRI in terms of content, structure, and psychometric properties; and (c) demonstrates TRI 2.0’s reliability, validity, and usefulness as a customer segmentation tool. The article concludes with potential applications of TRI 2.0 and directions for future research.
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Biographies
A. Parasuraman (“Parsu”) is a professor and holder of the James W. McLamore Chair in marketing at the School of Business, University of Miami. His research focuses on service quality assessment and improvement, service innovation, service productivity, and technology’s role in marketing to and serving customers. He has published extensively in scholarly journals, written a textbook on marketing research, and coauthored a number of research monographs and three business books. He is affiliated with several service research centers around the world and is a frequent speaker at international conferences.
Charles L. Colby is the founder and chief methodologist of Rockbridge Associates, Inc., a market research firm specializing in the services and technology sectors. He has over 30 years of experience in market research and strategy formulation. Prior to founding his company, he directed a research function for Citigroup and worked for leading research organizations. He has presented widely at conferences and coauthored the book Techno-ready Marketing with A. Parasuraman. He is a senior fellow at the Center for Excellence in Service at the Robert H. Smith School of Business, University of Maryland, and has an MBA from the same school.
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Article first published online: June 22, 2014
Issue published: February 2015
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