The Intention of Continued Web-enabled Phone Service Usage: A Quality Perspective

The cell phone industry is in a unique position that lies in the intersection of high technology and service industry. There is exponential growth in the mobile phone service market with new innovation and modern technology serving as the catalyst to this growth. The aim of this study is to provide insight into the importance of quality attributes to behavioral intentions. In this work we posit a research model based on the quality literature. The proposed model is compared with the predictive level of the Technology Acceptance Model (TAM). Using Partial Least Squares (PLS) our findings suggest that, as hypothesized, perceived service quality and perceived satisfaction in web access quality are essential in consumers’ intent of continued service usage (ICU). Also, our parsimonious model is a more highly predictive model than TAM in explaining an internet-enabled mobile phone user’s continued service usage intention.