Drawing on literature from service marketing (i.e. customer contact theory), information systems, (unified theory of technology acceptance) and organizational behavior (task complexity theory), this paper proposes a construct that classifies technology-based services according to the level of customer-technology interaction they require, namely the Customer-Technology Contact. The moderating effect of this construct on the relationship between individual characteristics –i.e. technology readiness- and attitude towards technology-based services is examined through an empirical study.