Understanding technology readiness factors influencing customer experience towards continuance usage intention of grab application in Malaysia

Abstract

Through its years of service, the Grab application in Malaysia may have had some failures and technological difficulties that may affect the experience of customers when using it. Few research focused on technology readiness factors on the implementation of the Grab application and how it affects the use of the application on overall consumer experiences. In spite of the lack of continual intention studies in the field of mobile apps, there is still a gap to enhance understanding of the individual's technology readiness and users' experience of the application, thus implicitly leading the customer to continue using the Grab application. The aim of this study was therefore, to measure the impact of the technology readiness factors on customer experience and, consequently, the effect of customer experience on the continuance usage intention of Grab application. Data was gathered via online questionnaires from 270 respondents and evaluated using SPSS and Partial Least Square structural equation modelling techniques. The findings showed that the technology readiness factor had a substantial impact on the customer experience and that the customer's experience had a significant effect on the continuance usage intention. A test of mediation also confirmed that customer experience mediated the relationship between technology readiness factors and continuance usage intention.