The acceptance of "self-service" technology in the Egyptian telecom industry

Abstract

This paper extends Davis' Technology Acceptance Model (TAM) and explains how perceived usefulness (PU), and perceived ease of use (PEOU) can influence the Egyptian consumer in term of intention and actual use of Self-Service technology. The study tested TAM successfully in the Arab Republic of Egypt, and research findings indicated promising responses from Egyptian consumers especially towards internet self-service. Telecom players in the Arab Republic of Egypt should further test the feasibility of developing such an application in order to make sound investment decisions. The paper contains examples of current preliminary initiatives made by MobiNil (First Egyptian Telecom Operator) and Vodafone Egypt (Second Egyptian Telecom Operator) as well as conclusions based on survey findings, to reflect on the potential of self-service tools, especially internet-based applications, in the context of this industry.