Continuance intention to use telecommunication mobile applications in Indonesia based on mobile service quality theory

Companies in the telecommunications industry in Indonesia face challenges in maintaining high customer churn rates. This study analyzes the effect of mobile service quality on user continuance intention on the mobile telecommunication application, which has the largest number of customers in Indonesia. Grounded in mobile service quality theory, the study includes quantitative data collected through questionnaires filled out by 487 respondents and qualitative data gathered from 30 interviewees. The quantitative data were analyzed using partial least square structural equation modeling through SmartPLS 4 software, while the qualitative data were analyzed using the content analysis method. The results of this study indicate that mobile service quality, consisting of two dimensions—application and outcome quality—affects continuance intention. The results of this study can inform telecommunications service providers and mobile telecommunication application developers on improving their services to increase their customer's continuance intention.