Drivers of Intention to Use MyTNB Mobile Applications among the Customers of Tenaga Nasional Berhad

HRMARS - The utility industry is leveraging the mobile application features to enhance customer value, customer satisfaction, and towards the continuance of usage intention. Specifically for Tenaga Nasional Berhad (TNB), as the main electricity utility company in Malaysia, customer satisfaction is one of the crucial factors that has led TNB, as an electricity service provider, to explore and adopt digitalization in its services. Categorized under smart retail technologies, myTNB mobile applications have been introduced by TNB as a medium to improve the customer retail experience by providing superior, personalized retail services. The intention to continuously improve and exceed customers’ expectations by providing mobile solutions makes this study necessary, as it explores the status of the myTNB mobile applications and aligns with the company’s strategies for profit and sustainability. Moreover, understanding the factors that drive customers’ mobile app use and how they affect myTNB’s usage intention could inform and support its business strategy and performance. Hence, this study investigates the relationships among the Technology Acceptance Model (TAM), perceived ease of use, perceived usefulness, and Technological Readiness (TR) with customers’ attitudes and usage intentions toward myTNB mobile applications. The data will be collected from registered customers of TNB, and Smart Partial Least Squares (SmartPLS) 4.0 will be used for the analysis. Findings should indicate whether perceived ease of use, perceived usefulness, and TR positively influence the customer’s attitude, which, in turn, influences their intention to use myTNB mobile applications.