The role of technology in customer-company interactions and the number of technology-based products and services have been growing rapidly. Although these developments have benefited customers, there is also evidence of increasing customer frustration in dealing withtechnology-based systems. Drawing on insights from theextant literature and extensive qualitative research on customerreactions to technology, this article first proposesthe construct of technology readiness of people and discussesits conceptualization. It then describes a programof research that was undertaken to operationalize the construct,develop and refine a multiple-item scale to measureit, and assess the scale’s psychometric properties. The articleconcludes with a discussion of potential practical applicationsof the scale and an agenda for additionalresearch aimed at deepening our understanding of technology’srole in marketing to and serving customers.