Factors Influencing the Usage of Mobile Self-Care Services of the Telecommunication Sector among Undergraduates in Sri Lanka

Abstract

Comparing with the situation before Covid-19, the telecommunication industry plays a vital role among the customers today in Sri Lanka. Rapid growth of technology has transformed traditional methods of paying bills, manage their own mobile, broadband, and TV services, check balances, transferring money, etc. handle by the mobile service providers into selfservice technologies managed by the customers themselves. To improve the services, provide by the telecommunication companies and to give better and unique experience to the customers, services providers are increasingly using the technology. Even if the telecom industry has introduced these convenient mobile self-care services, customers may not intend to use because of the trust issues, technological issues and behavioral reasons. Even though some researches have been carried out regarding factors affecting for the mobile money services, there is lack of researches have been carried out about m obile self-care services and this research is covering several districts in Sri Lanka regardless of particular area. Therefore, this is an empirical study on exploring the factors affecting to the usage of mobile money 103 SEUSL SEUSL Journal of Marketing, Vol. X, No.1, 2025 ISBN 2513 – 3071 Page Number 103- 120 services among undergraduates in Sri Lanka. The data collection was carried out through a structured questionnaire distributed to 382 undergraduates of first 5 top ranking universities in Sri Lanka using convenience sampling method. Data was analyzed using quantitative data analysis techniques using SPSS software package. The findings of the study reveal that perceived usefulness, perceived trust, perceived risk and technology anxiety have a positive impact on usage of mobile self-care services.