Modelling the Factors Measuring Customer Service Excellence for Mobile Application Technology Usage in Abu Dhabi

In many areas of business, technological innovation is critical. The ability to use technology to transform organisations is now a requirement in all industries. Nonetheless, technological acceptance has a significant impact on overall corporate performance. Mobile applications are becoming more popular all over the world. As a result, the goal of this research is to look into the technology acceptance model in order to improve customer service in mobile applications. A questionnaire survey was used to collect data from mobile users in Abu Dhabi Municipality. The Partial Least Squares-Structural Equation Modelling (PLS-SEM) technique, aided by SmartPLS software, was used to analyse 396 completed questionnaire forms. The study's findings indicate that perceived usefulness, perceived ease of use, and attitude all have a significant impact on the intention to use technology. The role of intention to use as a moderator is also confirmed, as is the moderating effect of user experience. Furthermore, statistical evidence supports the role of user experience as a moderator in the customer satisfaction experience. The study's findings give marketing managers and academics a much stronger foundation for recommending CSE strategies. As a result, telecom operators must go above and beyond to improve PU, PEOU, and attitude, as well as develop strategies, in order to achieve a higher level of CSE.