Determinants Of Customers’ Behavioral Intention Towards Using Ethio Telecom Call Center Channels

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Addis Ababa University


The purpose of this study was to examine determinants affecting the behavioral intention of customers toward using ethio telecom call center channels with an application of TAM. Thus, this study identifies and investigates the determinants which influence customers‟ decision to use ethio call center. The research model includes the basic concepts of the original Technology Acceptance Model (TAM), as well as the extended. The model is tested to determine its predictive power with respect to individual‟s behavior when considering the use of ethio call center. A survey questionnaire was developed and employed to collect data from 280 ethio telecom customers who found at West Addis Ababa zone and North Addis Ababa zone. The research has found that customers will consider using ethio call center channels as long as it is perceived to be useful and perceived to be easy to use gives them enjoyment. Furthermore, these customers consider the influence of other important persons to use or not to use the system. Social influence was found to be significantly and positively correlated to behavioral intention. The result of the data analysis contributes to the body of knowledge in the area by demonstrating that how user perceptions about call center affected by considering perceived usefulness and ease of use as well as social influence which will bring enjoyment. Although the study has its limitations, the implications of the results allow providing practical recommendations to the telecom industry, and directions for further work.



ethio telecom call center, call center cahannels, behavioural intention