| Summary: | In many areas of business, technological innovation is critical. The ability to use technology to
transform organisations is now a requirement in all industries. Nonetheless, technological acceptance has a
significant impact on overall corporate performance. Mobile applications are becoming more popular all over the
world. As a result, the goal of this research is to look into the technology acceptance model in order to improve
customer service in mobile applications. A questionnaire survey was used to collect data from mobile users in Abu
Dhabi Municipality. The Partial Least Squares-Structural Equation Modelling (PLS-SEM) technique, aided by
SmartPLS software, was used to analyse 396 completed questionnaire forms. The study's findings indicate that
perceived usefulness, perceived ease of use, and attitude all have a significant impact on the intention to use
technology. The role of intention to use as a moderator is also confirmed, as is the moderating effect of user
experience. Furthermore, statistical evidence supports the role of user experience as a moderator in the customer
satisfaction experience. The study's findings give marketing managers and academics a much stronger foundation
for recommending CSE strategies. As a result, telecom operators must go above and beyond to improve PU,
PEOU, and attitude, as well as develop strategies, in order to achieve a higher level of CSE.
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