Abstract
The concepts of corporate social responsibility (CSR) and user experience have been identified as core determinants of the success of service providers. Accordingly, practitioners and researchers have investigated the effects of service providers’ CSR and user experience on behavioral intention to use a particular service. Based on the importance of these concepts, the current study integrates subjective dimensions of CSR with the technology acceptance model (TAM) to explore whether the CSR efforts of mobile telecommunication services providers and the service acceptance of their customers have significant effects on behavioral intention to use a service. We apply structural equation modeling and find that two factors from the TAM (i.e., usefulness and ease of use) as well as economic, social, and environmental responsibility are significantly related to customer attitude and satisfaction. Moreover, our results show that there are significantly positive relationships between customer attitude and behavioral intention to use a service, as well as between customer satisfaction and intention. Practical and theoretical implications along with notable limitations of the current study are presented.
Highlights
Predicting human behavior has been one of the important factors in the economic success in the service industry
Studies by Salmones and colleagues, and Vlachos and colleagues indicated that corporate social responsibility (CSR) has a significant impact on consumer behaviors [12,13], such as loyalty, trust, and recommendation intention, in mobile telephone services
This study considers the following three dimensions of CSR: economic, social, and environmental. These factors are expected to have a significant effect on customer satisfaction in mobile telecommunication service
Summary
Predicting human behavior has been one of the important factors in the economic success in the service industry. Previous studies have focused only on how service value or service quality influence consumer behavior in the form of customer satisfaction (CS), customer loyalty (CL), and behavioral intentions (BI). Studies by Salmones and colleagues, and Vlachos and colleagues indicated that CSR has a significant impact on consumer behaviors [12,13], such as loyalty, trust, and recommendation intention, in mobile telephone services. Few studies have combined the concepts of the TAM and CSR to investigate behavioral intention to use mobile telecommunication services. This study attempts to examine the effects of two determinants (i.e., TAM and CSR) on customer behaviors (customer attitude (CA) and CS), which, in turn, influence BI in Korean mobile telecommunication services.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
