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With the rise of the ‘m-apps’ economy, integration and distribution of SQ using ‘m-apps’ has become a major area of interest for organisations. Similarly, Shankar et al. (2016) argues that the fast development of ‘m-apps’ technology and facility innovation coming from it is initiating customer behaviour develop how customers interrelate and utilise service distribution channels that are available to customers anytime. Additionally, Tarabasz et al. (2017) observed that with the omnipresence of smartphones, there has been an increased interest in understanding the changing face of ‘m-apps’ in academic marketing literature.
Calvo-Porral and Nieto-Mengotti (2019) noted that the population of mobile service operators turns over numerous million todays. Also, Information and communication technologies (ICTs) have become an essential part of the lives of persons. It is used for the completion of numerous drives such as performing work. Similarly, the ‘m-apps’ are driven by developments in ICTs (Calvo-Porral and Nieto-Mengotti., 2019). For instance, Kumar (2017) foresaw that the rapid growth in internet and smartphone users in developing countries forced service organisations to offer products and services through ‘m-apps’. Many service organisations are leading their businesses through ‘m-apps’.
Emphasising the use of the Technology Acceptance Model (TAM) as a technological platform, Alqahtani and Mohammad (2015) claimed that numerous applications have been established for mobile contents. therefore, these applications have been the emphasis not only of technology consideration, but also organization. Today, m-commerce is still struggling to survive and is trying to understand the characteristics of SQ of ‘m-apps’ and strategies for becoming successful. Similarly, Roy (2017) noted that the ‘m-apps’ offer progressive mobile activity, including banking, commerce, information, thereby enabling mobile commerce. The acceptance of technical goods in joining with m-commerce has been mainly clarified using the TAM model. Additionally, Minh and Huu (2016) noted that the one of the key fundamentals defining consumer fulfillment is the client’s perception of service quality.
Few studies have theoretically proposed a model that draws on the literature on improving AU for ‘m-apps’ to formulate a new integrated model. Additionally, there are no experimental studies that examine the association between SQ factors, CE and their AU for ‘m-apps’. Hence, to improve AU for ‘m-apps’, this research will propose a hybrid model that integrates different elements of SQ factors (Content, structure, responsiveness, ease of use, security, and perceived usefulness) and CE on improving AU for ‘m-apps’.
In pursuing this objective, this study concentrates on the difficulties experienced when executing AU for ‘m-apps’. The lack of support for SQ factors for AU for ‘m-apps’ has resulted in numerous IT adaption strategies. Furthermore, numerous organisations realise ‘m-apps’ is necessary to gain a competitive advantage domestically and globally. Along these lines, this paper attempts to donate to this field by addressing the issues related with SQ of ‘m-apps’, CE and AU for ‘m-apps’. Further, this study provides a solid practical example of utilising AU for ‘m-apps’ as a comprehensive model.
The study resides of five parts as follows: after the introduction, the study model clarified and research hypotheses are developed in part two. Next, research methodology adopted for the study is presented, including sample explanation and research instrument in part three. Part four presents the data analysis. The study discussion and conclusion are presented in part five.