حل تشریحی سوال شماره 23 زبان عمومی و تخصصی (انگلیسی)

The role of information technology (IT) in our society has increased dramatically and most of our modern services are increasingly reliant on IT. Also, the provision of a modern service may include the involvement of several IT providers, global networks and a mix of IT devices and telecommunication service providers (i.e. the service is delivered to customers through their own IT devices and their own telecommunication service providers). This involvement of customers' IT in the provision of services, in addition to the blending of personal and sometimes professional IT equipment, is characterized as the consumerization era. When there is a problem in such a service (IT-based service degradation (ITSD)), the problem may not be due to the company that sold the service to the customer, but it may be the fault of any of the above associated partners. Moreover, it is difficult for the customers to pinpoint the source of the problem immediately. They do not know if the reason originates in their own IT devices, or their telecommunication provider, or global networks, or if the reason relates to the company who sold the service and their IT providers. The complex nature of IT in services led us to pose the following rescarch question: "what explains customers' decisions to continue using or to quit their IT-based service following ITSD?" We identify two disciplines that have examined related questions: namely, information systems (IS) and service research (SR). IS literature has examined how online service quality affects a user's behavior and how IT failures may affect online services. Furthermore, studics on pervasive computing and advanced IS roles today provide insights of the way that users perceive technology (e.g. Yoo et al., 2010). Although these works are very insightful for our rescarch objective, they do not cxplain the behavior of IT-based services following ITSD. First, these studies had been highly influenced by service quality theories, which do not take into account the characteristics of the "consumerization" cra. For example, Sun et al. (2012) criticize existing IS service quality theories because they consider the consumer as external to the service delivery. although IS researchers should start by regarding consumers as endogenous to the IT service delivery. Second, these models only study online services, which means that they cannot explain IT-based services where IT is not directly visible to the customer (e.g. back olTice systems).