Adoption of Mobile Marketing in the Telecommunication Industry of Tanzania: The Effects of Perceived Usefulness, Ease of Use, and Customer’s Knowledge

Abstract

This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing by examining the effects of perceived usefulness, perceived ease of use, and perceived customer’s knowledge in the telecommunications industry of Tanzania. The study extended the Technology Acceptance Model (TAM), with Diffusion of Innovation Theory (DOI), in predicting the customer’s mobile marketing adoption. Survey strategy was employed in data collection by administering the structured questionnaires and collected data using multi stage sampling on 406 respondents in Dar es Salaam. After then, it was analyzed using factor analysis, correlation analysis, and multiple linear regression analysis. Findings indicated that perceived usefulness, perceived ease of use, and perceived customer knowledge have significant and positive influence on the adoption of mobile marketing in the telecommunication industry in Tanzania. The study contributes to telecommunication practitioners with the integrated theoretical framework, which suggest that telecommunication practitioners need to develop mobile platforms that are easy to use, useful in solving customers’ problems and in designing products whose benefits are easily understood by customers. Through holistic mobile marketing approach, this study makes parsimonious contribution to knowledge by using few variables in predicting the customer’s adoption of mobile marketing in Telecommunication industry in Tanzania.

The determinants of financial technology adoption amongst Malaysian waqf institutions

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“…In the same way, Chille et al (2021) determined that perceived trust is a significant and positive factor contributing to adopting fintech in marketing. In relation to the impact of the social norm, the findings agree with a study by Geber and Friemel (2022) that found that social norms influenced the adoption of technology and apps.…”

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Does M-payment service quality and perceived value co-creation participation magnify M-payment continuance usage intention? Moderation of usefulness and severity

“…Telecom companies provide M-payment services due to the fast growth of digital technology and the rise in demand for easy payment methods (Abd-Elrahman et al , 2020). The telecom sector has access to a sizable market, providing a unique opportunity for the major telecom service providers to offer simplified, end-to-end client experiences (Abd-Elrahman et al , 2020; Chille et al , 2021). Telecom companies could use the results to enhance customer satisfaction based on quality services.…”

“…Telecom companies could use the results to enhance customer satisfaction based on quality services. Telecom service providers might significantly boost consumer satisfaction if they integrate M-payment capability into their network (Abd-Elrahman et al , 2020; Chille et al , 2021). These M-payment services are provided through dedicated software such as BibiMoney in the telecom sector.…”