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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

The Effect of Performance Expectancy, Effort Expectancy, Social Influences, and Facilitating Conditions on Behavioural Intention among User Telecommunications

Mohamad Hafiz Bin Halil, Fauziah Sh. Ahmad

http://dx.doi.org/10.6007/IJARBSS/v15-i7/25940

Open access

In today's rapidly evolving digital landscape, telecommunications services play a vital role in various aspects of life, including communication, education, business, and social interactions. As technological advancements continue, telecom providers are under increasing pressure to improve their offerings to meet growing user expectations. The intensifying competition in the market necessitates a comprehensive understanding of the factors influencing behavioural intention, which are crucial for customer acquisition, retention, and satisfaction. This study investigates the effect of performance expectancy, effort expectancy, social influence, and facilitating conditions on behavioural intention among telecom customers. The research employs a quantitative methodology, using survey techniques to collect data from active telecom users in Johor, Malaysia. A convenience sample of 344 participants is analysed using Smart PLS version 4.0. The results indicate that performance expectancy and social influence have significant positive effects on behavioural intention. In contrast, facilitating conditions and effort expectancy do not significantly impact behavioural intention. These findings enhance our understanding of customer decision-making processes in the telecommunications industry and provide valuable insights for improving customer retention strategies. By examining these factors, researchers can gain a better grasp of the drivers behind behavioural intention in telecom adoption and usage, potentially aiding companies and regulators in enhancing their services and strategies to boost customer satisfaction and loyalty.

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Halil, M. H. Bin, & Ahmad, F. S. (2025). The Effect of Performance Expectancy, Effort Expectancy, Social Influences, and Facilitating Conditions on Behavioural Intention among User Telecommunications. International Journal of Academic Research in Business and Social Sciences, 15(7), 997–1015.