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

Alia AlJanahi and Sanjai K. Parahoo ()
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Alia AlJanahi: Hamdan Bin Mohammed Smart University
Sanjai K. Parahoo: Hamdan Bin Mohammed Smart University

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 4, No 5, 813-827

Abstract: 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.

Keywords: Customer experience; e-governance; G2C apps; Technical; Utilitarian; Cognitive; Emotional (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00354-2

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