Individuals differ in their propensity to adopt new technologies, and thus the paper integrates technology readiness index (TRI) 2.0 with technology acceptance model (TAM) by investigating how B2B decision makers’ technology readiness explains perceived ease of use and perceived usefulness of digital services. The study further investigates how perceived ease of use and perceived usefulness impacts satisfaction, and how satisfaction with the digital services contributes to loyalty towards the company. We test the model among customers of Finnish healthcare service company. The data consists of responses from 385 B2B customers, all experienced with using the company’s digital services. Results reveal that in B2B context technology readiness explains acceptance of digital services to a lesser extent than expected, but age and gender appear to moderate these relationships. Perceived ease of use and usefulness significantly enhances satisfaction, and satisfaction further contributes to loyalty. Findings of the study extend our knowledge of technology adoption behaviour in B2B markets where earlier research is scarce.