عنوان مقاله [English]
Objective: The decisive position of customers in the survival, recession and competitive situation of organizations is very important. Thus, in today's world, the market environment, which includes the customer and his wants and needs, determines the eligibility of organizations to survive. The purpose of this study is to create value for the customer by creating awareness of services, ease and perceived usefulness of services and attitudes toward services provided by the Easy Payment app.
Method: This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The statistical population of the study includes the users of this application. According to Morgan table and available sampling method, 384 samples were selected. Questionnaire validity from formal and content method, convergent and divergent validity and confirmatory factor analysis; Its reliability has been confirmed by Cronbach's alpha and composite reliability. SMART PLS3 method was used to test the research hypotheses.
Findings: The research findings showed that knowledge of application services has a significant effect on ease, usefulness and attitude to use. Ease of use leads to usefulness and a positive attitude. Finally, the attitude towards the use of the app is effective in creating value for the customer (user).
Conclusion: Accordingly, designers and marketers need to pay more attention to factors such as awareness of how to use the application, its ease of use and usefulness to be able to encourage a positive attitude towards it and generally think about creating value for the customer.