Abstract
The purpose of this study is to examine the role of technology and organizations change in service delivery to meet customer expectations in the movie rental industry. This research provides a review of relevant literature and presents a theoretical framework of the relationship between technology accessibility, customer technology preference, organizations change in service delivery, organization effectiveness in service delivery, and customer technology adoption. The following research question is addressed in the study: What is the role of technology as it relates to service delivery in the movie rental industry? The study offers four hypotheses derived from the theoretical framework and the literature. Survey data collected from customers is analyzed using exploratory data analysis. Four hypotheses were tested using regression models. All four hypotheses were supported based on the items included in the regression models. This study fills a gap in the literature on service delivery and technology changes. It differs from other studies by focusing on the customers' perspective of technology and the organizations effectiveness in service delivery.
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