Acceptance model and use of service in Jordanian telecommunication sector
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| Format: | Thesis Book |
| Language: | English |
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| Item Description: | The emergence ofInformation and Communication Technology (lCT) has significantly improved the quality of life for people around the world. This emergence has resulted in a competitive scenario amongst service providers in supplying services of quality to satisfy customers. ICT providers are investing large funds into research and development to gain a competitive edge. Moreover, a reduction in prices of services by telecommunication companies has led to a decrease in their net profits and revenues. Although many studies have been accomplished to develop the theoretical models of technology adoption, studies on the acceptance of service is still scarce. Currently, the model for customers' intention to subscribe to a particular service provider is of considerable interest to stakeholders. This study aims to develop an integrated Technology Adoption Model (T AM2) and service quality for telecommunication sector in Jordan. Four hundred and twenty (420) potential customers from three main telecommunication companies operating in Jordan; namely Zain, Orange and Umniah, were recruited using a convenience sampling method. Subsequently, 400 completed questionnaires were retrieved, giving a response rate of 95.2% of the original sample. The data was collected in one month; at the beginning of June 2020. The Structural Equation Model (SEM) using the IBM SPSS AMOS 22.0 was applied to the dataset to test the proposed hypotheses. The analysis result concluded that service quality, perceived usefulness, perceived ease of use and subjective norms have a significant positive effect on attitude towards service and intention to use service. In addition, attitude towards service is also significantly related to intention to use service. There is a negative relationship between perceived ease of use and perceived usefulness. From a total often direct effect hypotheses in this study, nine were supported while one was not:. Similarly, attitude towards service does act as a mediator in the relationship between service quality, perceived usefulness and subjective norms and intention to use service. From the three moderator effect hypotheses, only one was supported. The finding of this study to be a baseline to improve the usage of services of the telecommunication companies in terms of understanding the preferences and attitude of customers about the services. This study contributes to the ICT research from both theoretical and practical perspectives. Theoretically, it showed the significance of service quality as a predictor ofTAM2 in the Jordanian telecommunication companies. Practically, this model enabled all the stakeholders to understand factors influencing customers' intention to use service in their activities. Finally, the study calls for researchers to use the integrated model based on employees of mobile phone service providers. It would be valuable to test the developed integrated T AM2 model in other e-commerce domains. |
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| Physical Description: | xvii, 332 leaves; 31 cm. |
| Bibliography: | Includes bibliographical references (p. 243-313) and index |