Motivating Adoption of Public Sector Service Apps: An Exploratory Study of Antecedents of Customer Experience Aljanahi Alia1, Dr. Parahoo Sanjai K2, Dr. Gomiscek Bostjan3, Dr. Singh Ardhendu Shekhar4 1Senior Project Manager in UAE Prime Minister's Office at Ministry of Cabinets Affairs 2Program Chair at Hamdan Bin Mohammed Smart University, Dubai 3Professor of Quality Management and Program Chair at Hamdan Bin Mohammed Smart University, Dubai 4Faculty member at Symbiosis School of Banking and Finance, Symbiosis International (Deemed University) Online Published on 24 March, 2023. Abstract Governments worldwide are increasingly adopting applications (apps) to deliver public services to citizens, within the so-called Government-to-Citizen (G2C) paradigm. In addition to making public services conveniently accessible to large segments of citizen's through Smartphone apps, the provision of G2C enables effective use of scarce government resources in delivering public services. However, given the recent adoption of apps by public institutions, relatively few studies investigated the antecedents of customer experience with apps. This poses a dilemma since policy makers need to understand the motivations of citizens in adopting using their apps. Therefore, the main objective of this study is to investigate the antecedent factors of customer experience with public sector Smartphone apps. Given that the area is largely uncharted, the present study adopts an exploratory qualitative design using in-depth interviews conducted with a sample of 44 users of public sector apps, designed to be representative of the population of the United Arab Emirates. The interviews are recorded, transcribed and analyzed using NVivo. Four antecedent factors of customer experience are identified, Technical, Utilitarian, Cognitive, and Emotional factors, with each factor having sub-dimensions. The findings contribute to the literature on G2C services, specifically on adoption of apps. Additionally, the results will be of practical relevance to public institutions in designing the interfaces of the next generation of apps to meet customer expectations and adoption. Top Keywords E-Government, G2C, Customer Experience, Smartphone Application, Public Sector, Smart Services. Top |