Prediction of New Service Adoption among Mobile Phone Users

Development of ICT services specially those presented by mobile phone operators and increasing competition forces operators to offer new and various services. Operators try to motivate users to apply their innovations by presenting appropriate quality and price. Regarding to the importance of this issue, we survey the effect of service quality and users’ satisfaction on innovation adoption by mobile phone users and predict innovation adoption. The relationship between service quality, customer satisfaction, and innovation adoption will be evaluated and compared using Structural Equation Modelling technique. Also, after extracting the appropriate factors, the probability of acceptance of new services will be calculated using logistic regression method. The results showed that customer orientation and flexibility in services have a major effect on innovation adoption by users. Furthermore, the first mobile operator can attract a lot of users.by offering new services and focusing on these factors.