Mobile value added services adoption and customer stickiness in Kenya

Abstract

The purpose for this study was to address mobile value added services adoption and customer stickiness in Kenya. The objectives of study were; to determine the respondents’ awareness of mobile value added services; to establish the mobile value added services provided by the operators in Kenya and their uptake by customers; to determine the factors that influence the user attitudes towards mobile value added services; to determine the relationship between attitude, adoption (behavior intention and actual use) and stickiness of mobile value added services. The study was conducted by utilizing an extended Technological Adoption Model (TAM) which included Perceived usefulness, perceived ease of use, perceived cost, perceived service quality, perceived enjoyment, perceived trust/image and perceived promotion offers as the factors that influence adoption of mobile value added services. Quantitative data analysis was performed. The findings showed that information category ranked highest compared to the other categories communications, entertainment and transaction. Further perceived ease of use and perceived promotion offer has no positive influence on attitude towards mobile value added services adoption. The rest of the dimensions are significant.