THE EFFECT OF PERCEIVED QUALITY OF MOBILE APPLICATIONS ON CUSTOMER SATISFACTION IN THE CASE OF RIDE SERVICE PROVIDERS IN ADDIS ABABA

Abstract

The aim of this study was to conduct the effect of mobile apps quality on user satisfaction in the case of Ethiopian e-hailing taxi service industry. Software usability measurement inventory (SUMI) model is applied to design the survey questionnaire; and collected 307 valid responses out of a total of 372 sample respondents. Statistical package for social sciences (SPSS) were collected from ride e-hailing taxis such as Sheger, Pick-Pick, Taxiye, Ride, Polo-Trip and Zay- Ride users via respective apps loaded on their Smartphone’s. The results of the study revealed that all the five attributes of mobile apps quality namely Efficiency, Affection, Controllability, Learnability and Helpfulness had positive and significant relationship with user satisfaction. These predictors are accounted for 64.1% variation of the construct. Efficiency (  = .212) has relatively highest effect followed by Controllability (  = .205) and Learnability (  = .192). However, Helpfulness and Affection had relatively lowest significance on user satisfaction. It can be concluded that the degree to which a software/ app enables the user to complete a given task, the rate at which the apps respond in consistent manner as well as their straight forwardness to use have been given due consideration by the respondents. Emotional feelings and provision of auxiliary information didn’t make a difference. Usability of ride mobile apps with respect to different mobile brands could be used as a spring-board for further research.