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Purpose: This study aimed at examining the adoption factors of broadband internet and exploring the factors which make difference between service providers.
Approach/Methodology/Design: Purposive sampling was employed to select the sample. To collect data from social media users, a close-ended Google Form questionnaire was administered through social networking sites and 376 responses were obtained. The data was analyzed using partial least squares structural equation modeling (PLS-SEM, 3.1). Model estimation was performed with r2, Q2, and the effect size f2 that describes the path effect from exogenous construct to endogenous construct.
Findings: This study revealed that the participants, despite having the barriers, were reasonably satisfied at different levels and it was a major motivation in the use of broadband. The use of broadband internet has not yet been improved substantially in Bangladesh due to the minimal internet speed, lack of decent standard of quality, and high maintenance cost. However, the study revealed that customer or user satisfaction created a huge positive impact on value creation. It was also statistically significant supporting the hypothesis of the study.
Practical Implications: The results of the study provide the broadband companies with an idea about broadband preference, assisting them in analyzing the variables closely to get more loyal customers.
The study revealed that the degree of total frustration is below ten per cent, even though the severe challenge is considered very small. The study also showed that most of the participants were reasonably satisfied at different levels and it was a major motivation in the use of broadband.
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