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Abstract
This study aims to explore the relationship between the adoption of college mobile applications and service quality. It seeks to identify how different dimensions of service quality such as tangibility, usability, content quality, responsiveness, enjoyment in technology, and technological control influence the adoption of college mobile applications. The study adopted a quantitative approach, collecting responses from 383 management students from higher education institutions in Butwal Sub-metropolitan City using a structured questionnaire. A simple random sampling method was employed. The data were analyzed using statistical tools, including PLS-SEM software with techniques such as assessment of measurement items, model fit evaluation, Importance-Performance Map Analysis (IPMA) and bootstrapping for hypothesis testing. The results revealed that responsiveness, enjoyment in technology, and content quality are key predictors of the adoption of college mobile applications. These factors are significant contributors to service quality. Therefore, the management of higher education institutions should focus on these aspects to enhance service quality. By understanding and reformulating policies based on these factors, institutions can improve the overall service quality and increase adoption rates of their mobile applications.
Keywords: Students' Attitude, College mobile application, Responsiveness, Service quality and Content Quality.