Understanding the Transformation of Current Service Quality Perception to Intention to Use E-Service in Telecommunication Industry

Abstract

While e-service has widely been used to replace the personal-based service, less research has been done to study the formation of intention to use e-service compared with personal-based service. The purpose of this research is to examine the model that forms intention to use e-service in the telecommunication industry. Data was collected through a survey, and 400 respondents, both landline and mobile customers in Thailand, were analysed according to whether they want to use e-service based on their current service perceptions or not. Structural Equation Modelling techniques were used to evaluate the research model and structural relationships. The findings show that the level of intention to use e-service is enhanced by better managing traditional service quality, customer satisfaction, customer value, and service experience consequently. Moreover, the relationship paths to develop strong intention to use e-service in telecommunication industry are suggested.