The Impact of Technology Readiness on Customer Satisfaction in the Algerian E-Commerce Context

HRMARS - Globally, digital technologies have dramatically reshaped the e-commerce landscape, especially impacting customer behaviors in online shopping. In less developed markets like Algeria, e-commerce is rapidly gaining traction, yet customer satisfaction poses significant challenges due to factors such as varying technological literacy and trust issues. This paper investigates technology readiness, an indicator of individuals' willingness to adopt new technologies, and its relationship with customer satisfaction in Algeria's e-commerce setting. Utilizing qualitative research, it reviews prior studies and develops a conceptual framework based on the Technology Readiness Index (TRI) and Expectation-Confirmation Theory (ECT). The framework elucidates the interconnections among customer satisfaction, innovation capacity, discomfort, insecurity, and overall satisfaction in online shopping contexts. The study offers a theoretical exploration of technology readiness and its impacts on customer satisfaction while also providing practical insights aimed at e-commerce stakeholders and policymakers. These insights seek to enhance customer satisfaction through better technology design, customer education, and digital inclusivity, supporting Algeria's broader digital transformation initiatives. This research contributes to the academic theory and practical understanding of technology readiness and customer satisfaction in the digital market.