EXTENSION OF INTENTIONS TO USE BOOKING MOBILE APPS WITH SERVICE QUALITY AND CUSTOMER SATISFACTION: INSIGHTS FROM JORDANIAN HOTELS

Abstract

In today's world, technology has significantly simplified life, with technological and communication advancements becoming commonplace. Relationships between service quality (SERVQ), perceived usefulness (PU), perceived ease of use (PEOU), customer satisfaction (CS), and intention to use booking mobile apps (ITU) are examined. In addition, the study described the relationships between the TAM-integrated factors. A quantitative approach utilizing the questionnaire technique was used to verify this model. Based on a convenience sample, four hundred questionnaires were administered among customers reserving mobile apps in Jordanian hotels. Using AMOS, the data was examined. The results indicate a correlation between service efficacy on PU and PEOU. In addition, PU and PEOU have a substantial relationship with CS. The analysis also revealed that CS has a direct effect on ITU. Additionally, CS acts as a mediator between PU, PEOU, and ITU. In conclusion, customer contentment and service quality are crucial factors for telecommunications companies seeking to survive in the current competitive market.