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Why would telecom customers continue to use mobile value-added services?

Mutaz M. Al-Debei Orcid Logo, Yogesh Dwivedi Orcid Logo, Omar Hujran Orcid Logo

Journal of Innovation & Knowledge, Volume: 7, Issue: 4, Start page: 100242

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1016/j.jik.2022.100242

Abstract

This study seeks to explain why telecom customers would continue to use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm and existing research on MVAS and mobile service quality, in whi...

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Published in: Journal of Innovation & Knowledge
ISSN: 2444-569X
Published: Elsevier BV 2022
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URI: https://cronfa.swan.ac.uk/Record/cronfa60780
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spelling 2022-11-18T13:05:06.6313886 v2 60780 2022-08-08 Why would telecom customers continue to use mobile value-added services? d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2022-08-08 BBU This study seeks to explain why telecom customers would continue to use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm and existing research on MVAS and mobile service quality, in which we hypothesize that customers' intention to continue using MVAS as a behavioural response (R) is a direct result of their satisfaction with the services and their perception of its value as affective and cognitive states (O), respectively. The developed model also recognizes the importance of mobile service quality (S) in terms of characteristics and features in developing customer satisfaction and perceived value. In this investigation, mobile service quality aspects: customer service, service content, and mobile network quality are utilized as stimuli. The data was collected from 371 respondents utilizing an online survey instrument. PLS-SEM with SmartPLS3 software was used for data analysis. While both customer satisfaction and perceived value have direct positive influences on continuance usage intention, the customer satisfaction effect is more significant, according to the structural findings. Moreover, customer service quality, service content quality, and mobile network quality were all discovered to be direct predictors of perceived value. In contrast, mobile network quality was not revealed to be a significant predictor of customer satisfaction. This paper is one of the few investigating the major factors contributing to the continued use of MVAS in the Arab world. This work adds to the growing knowledge on post-adoption in mobile services and business. This investigation provides crucial suggestions for decision-makers in the mobile telecommunications industry from a practical standpoint. Journal Article Journal of Innovation &amp; Knowledge 7 4 100242 Elsevier BV 2444-569X MVAS; Mobile value-added services; Continuance intention; Customer satisfaction; Service quality; Perceived value; Mobile business; S-O-R; SOR; Post-Adoption; Jordan 1 10 2022 2022-10-01 10.1016/j.jik.2022.100242 COLLEGE NANME Business COLLEGE CODE BBU Swansea University The study was supported by a UPAR grant from the United Arab Emirates University (UAEU), Fund number: 12B024. 2022-11-18T13:05:06.6313886 2022-08-08T18:00:13.9132589 Faculty of Humanities and Social Sciences School of Management - Business Management Mutaz M. Al-Debei 0000-0003-4164-0509 1 Yogesh Dwivedi 0000-0002-5547-9990 2 Omar Hujran 0000-0002-0334-3354 3 60780__25827__01941b63251347789c45127cc4cc2b27.pdf 60780.pdf 2022-11-18T12:47:44.2907033 Output 747113 application/pdf Version of Record true © 2022 The Authors. This is an open access article under the CC BY-NC-ND license true eng http://creativecommons.org/licenses/by-nc-nd/4.0/
title Why would telecom customers continue to use mobile value-added services?
spellingShingle Why would telecom customers continue to use mobile value-added services?
Yogesh Dwivedi
title_short Why would telecom customers continue to use mobile value-added services?
title_full Why would telecom customers continue to use mobile value-added services?
title_fullStr Why would telecom customers continue to use mobile value-added services?
title_full_unstemmed Why would telecom customers continue to use mobile value-added services?
title_sort Why would telecom customers continue to use mobile value-added services?
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Mutaz M. Al-Debei
Yogesh Dwivedi
Omar Hujran
format Journal article
container_title Journal of Innovation &amp; Knowledge
container_volume 7
container_issue 4
container_start_page 100242
publishDate 2022
institution Swansea University
issn 2444-569X
doi_str_mv 10.1016/j.jik.2022.100242
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
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description This study seeks to explain why telecom customers would continue to use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm and existing research on MVAS and mobile service quality, in which we hypothesize that customers' intention to continue using MVAS as a behavioural response (R) is a direct result of their satisfaction with the services and their perception of its value as affective and cognitive states (O), respectively. The developed model also recognizes the importance of mobile service quality (S) in terms of characteristics and features in developing customer satisfaction and perceived value. In this investigation, mobile service quality aspects: customer service, service content, and mobile network quality are utilized as stimuli. The data was collected from 371 respondents utilizing an online survey instrument. PLS-SEM with SmartPLS3 software was used for data analysis. While both customer satisfaction and perceived value have direct positive influences on continuance usage intention, the customer satisfaction effect is more significant, according to the structural findings. Moreover, customer service quality, service content quality, and mobile network quality were all discovered to be direct predictors of perceived value. In contrast, mobile network quality was not revealed to be a significant predictor of customer satisfaction. This paper is one of the few investigating the major factors contributing to the continued use of MVAS in the Arab world. This work adds to the growing knowledge on post-adoption in mobile services and business. This investigation provides crucial suggestions for decision-makers in the mobile telecommunications industry from a practical standpoint.
published_date 2022-10-01T04:19:10Z
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