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Modeling customer experience with public sector smartphone apps: a mixed methods study in the UAE

Author

Listed:
  • Alia AlJanahi

    (Hamdan Bin Mohammed Smart University)

  • Sanjai K. Parahoo

    (Hamdan Bin Mohammed Smart University)

Abstract

Public sector institutions are increasingly using smartphones applications (apps) as a new delivery channel and/or as an innovative approach to provide smart services to citizens (Government-to-Citizen, or G2C), within the so-called e-governance paradigm. However, there is limited empirical investigation of the factors influencing user experience with public sector apps, a gap which the present study endeavors to address. Using a mixed-methods approach, data was first collected from in-depth interviews of 17 app users and analyzed using NVivo to develop a model of customer experience. Next, using data from a survey of 499 app users and Structural Equation Modelling, the study model was examined. Four antecedents of customer experience were identified: Technical; Utilitarian; Cognitive, and Emotional factors. Surprisingly, emotional factor was by far the strongest predictor of customer experience. Policy makers and app developers will find insights to be more citizen-oriented, leading to enhanced adoption and usage of G2C service apps.

Suggested Citation

  • Alia AlJanahi & Sanjai K. Parahoo, 2023. "Modeling customer experience with public sector smartphone apps: a mixed methods study in the UAE," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(4), pages 813-827, December.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:4:d:10.1007_s12208-022-00354-2
    DOI: 10.1007/s12208-022-00354-2
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