The Mediating Role of user Satisfaction on Quality of Experience and Broadband Service Adoption: A Study on Public Higher Educational Institution Users

The Mediating Role of user Satisfaction on Quality of Experience and Broadband Service Adoption: A Study on Public Higher Educational Institution Users

Suheil Che Sobry^1*, Muhammad Zarunnaim Haji Wahab², Mohd Zhafri Mohd Zukhi³, Siti Murni Mat Khairi⁴, Norhafizah Abdul Halim⁵, Shazwani Mohd Salleh⁶

^1,2,4,5,6Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Cawangan Kedah, Malaysia.

³College of Computing, Informatics and Mathematics, Universiti Teknologi MARA (UiTM), Cawangan Kedah, Malaysia.

DOI: https://dx.doi.org/10.47772/IJRISS.2025.908000137

Received: 26 July 2025; Accepted: 03 August 2025; Published: 01 September 2025

ABSTRACT

In the digital age, broadband internet services have become essential in educational settings, significantly influencing students’ academic experiences. Despite advancements in broadband infrastructure, many students continue to express dissatisfaction with internet quality, which negatively impacts their learning outcomes and academic performance. This study investigates the mediating role of user satisfaction in the relationship between the quality of experience (QoE) of broadband services and their adoption. A survey was conducted in March 2025, distributed to 400 students from Malaysia’s public higher education institutions and 245 valid responses were considered acceptable for data analysis using SPSS. The findings reveal a positive correlation between QoE (encompassing service coverage, quality, reliability, and usability) and broadband service adoption. Additionally, user satisfaction was found to significantly mediate the relationship between QoE and adoption. These results offer valuable and recent insights into how students perceive broadband service quality and how satisfaction influences their adoption decisions. The study also provides implications for broadband service providers aiming to enhance service quality and increase adoption rates in educational contexts.

INTRODUCTION

In today’s digital age, broadband internet services have become a vital component of daily life, particularly in educational settings. The quality of broadband services plays a crucial role in determining user experiences and their subsequent adoption of these services (Popoviciu, 2023). The ability of broadband providers to offer reliable, usable, and high-quality services is essential for fostering positive user experiences, especially among students in public higher education institutions who heavily rely on internet connectivity for academic and personal purposes.

Additionally, broadband internet has become an indispensable resource for students in public higher educational institutions, facilitating access to educational materials, communication platforms, and digital learning environments. Despite ongoing improvements in broadband infrastructure, students continue to report dissatisfaction with the quality of internet services, which negatively affects their learning experience and academic performance (Akpen et al., 2024). As digital technologies are integrated into education, the quality of broadband services has become crucial for ensuring an effective educational environment. However, students’ perceptions of broadband service quality often fail to meet expectations, leading to challenges in adopting these services for educational purposes (Sobry et al., 2024).

While numerous studies have examined broadband service quality and its impact on user satisfaction, few have focused on the mediating role of user satisfaction between broadband service quality and service adoption in the context of public higher educational institutions. The dimensions of broadband service quality continue to evolve, influenced by technological advancements and changing user expectations (Taylor, 2024). These dynamic factors call for a more in-depth examination of the relationship between broadband service quality, user satisfaction, and the adoption of these services among students. This research fills this gap by examining user satisfaction as a critical factor that potentially enhances the adoption of broadband services, offering valuable insights for both service providers and educational institutions.

The shift towards blended learning models and increasing reliance on digital platforms for education underscore the urgency of understanding how broadband service quality and user satisfaction influence service adoption in educational settings (Sobry et. al, 2025). This research is needed to inform strategies that can bridge the gap between broadband service providers and educational institutions, enhancing the overall learning experience by improving internet service offerings tailored to students’ needs.

Thus, the aim of this study is to explore the mediating role of user satisfaction in the relationship between broadband service quality and the adoption of broadband services among students in public higher educational institutions. By examining how students’ perceptions of broadband service quality influence their satisfaction and, in turn, affect their likelihood of adopting these services for academic purposes, this research seeks to provide a comprehensive understanding of the factors driving broadband service adoption in educational contexts. The findings of this study are expected to offer valuable insights for both service providers and educational institutions, guiding improvements in service delivery and supporting the development of policies aimed at enhancing the digital learning experience for students.

LITERATURE REVIEW

Broadband Service Adoption

Broadband service adoption refers to the process by which users, such as individuals or organizations, decide to subscribe to or continue using broadband services. Several factors influence adoption decisions, including technological, economic, and social factors, alongside user-specific preferences. Broadband is often considered a critical infrastructure, particularly in higher educational institutions, as it supports academic activities, research, and communication (Briglauer et al., 2024). The decision to adopt broadband services is typically impacted by service offerings, infrastructure reliability, and perceived value (Agarwal & Canfield, 2024). In the context of public higher educational institutions, students, faculty, and staff may adopt broadband based on their needs for fast, reliable, and affordable internet services.

Prior research has found that broadband adoption is not solely a function of the service’s technical attributes but also its perceived ease of use, accessibility, and quality. These factors collectively shape the service’s perceived value, which ultimately influences adoption behaviors (Carl et al., 2024). Therefore, understanding the factors that drive broadband service adoption, particularly within academic settings, is critical for enhancing service delivery and ensuring equitable access to high-quality broadband.

Quality of Experience (QoE)

Quality of Experience (QoE) is a comprehensive measure of the overall satisfaction and perception users have regarding a service, often used in the context of broadband services to evaluate how well the service meets user expectations (Banjanin et al., 2022). QoE in broadband services typically includes dimensions such as service coverage, service quality, service reliability, and service usability. These factors play an integral role in shaping users’ overall experience with broadband and, consequently, their satisfaction and intention to adopt such services.

Service Coverage

Service coverage refers to the geographical availability of broadband services. Limited coverage can lead to dissatisfaction among users, particularly in rural or underserved areas (Hambly & Rajabiun, 2021). A study by Imoize et al. (2023) found that users’ perception of broadband service coverage significantly affects their overall QoE, particularly for those in remote areas where broadband access is inconsistent. Moreover, coverage gaps, especially in rural or remote educational settings, often lead to lower broadband adoption rates, which further exacerbates digital inequalities (Cullinan et al., 2021).

Service Quality

Service quality is often evaluated in terms of broadband speed, bandwidth, and stability. According to a study by Pothuwilage et al. (2024), users’ satisfaction with broadband services is strongly linked to the technical performance of the service. Higher service quality is correlated with faster internet speeds, fewer interruptions, and a more reliable user experience, leading to increased satisfaction and adoption. Additionally, the perception of service quality often influences continued use and satisfaction, making it a critical determinant of broadband adoption (Budhi et al., 2022).

Service Reliability

Service reliability is defined as the consistency and dependability of the broadband service. Previous studies have demonstrated that users value reliable broadband connections, particularly for academic, professional, and entertainment purposes (Sappaile et al., 2023). The perception of unreliable services can lead to negative experiences and decreased adoption rates.

In higher educational institutions, unreliable broadband access can negatively impact students’ academic performance and their willingness to rely on digital platforms for learning (Javed et al., 2025).

Service Usability

Service usability refers to how easy and user-friendly the broadband service is to set up and use. The complexity of service interfaces and installation processes can influence users’ satisfaction. A study by Wu et al. (2024) found that easy-to-use broadband services with intuitive interfaces foster positive user experiences. Research suggests that students are more likely to adopt broadband services if the setup process is straightforward and if they have access to effective customer support when issues arise.

The relationship between QoE and broadband service adoption has been widely discussed in the literature. QoE influences users’ satisfaction, which directly impacts their intention to adopt or discontinue broadband services. According to Mohseni et al. (2021), users who experience higher QoE are more likely to perceive broadband as a valuable resource, leading to a higher adoption rate. In this regard, QoE dimensions such as service quality, reliability, coverage, and usability are directly linked to the decision-making process for broadband adoption (Sobry et al., 2025). Thus, the following hypothesis can be proposed:

H1: QoE (service coverage, quality, reliability, usability) has a significant positive relationship with broadband service adoption.

User Satisfaction as a Mediator

User satisfaction plays a crucial mediating role in explaining how QoE influences broadband service adoption. Satisfaction is a key psychological factor that affects the user’s long-term attitude and behaviors regarding broadband service usage (Hendric et al., 2023). It has been shown that satisfaction partially mediates the relationship between service attributes (e.g., service quality and reliability) and users’ decisions to adopt or abandon broadband services (Zammitti et al., 2022). Users who are satisfied with the broadband service are more likely to adopt and remain loyal to the service, whereas dissatisfied users are more likely to switch providers or discontinue use.

The role of satisfaction as a mediator has been explored in various contexts, including mobile networks and broadband (Shafiya et al., 2023). These studies suggest that user satisfaction acts as a bridge between the quality attributes of the service and its final adoption or abandonment. Therefore, it can be hypothesized that:

H2: User satisfaction significantly mediates the relationship between QoE and broadband service adoption.

Research Gaps and Contribution

While existing studies have extensively explored the relationship between QoE and broadband service adoption, there remains a gap in understanding how these relationships play out specifically in public higher educational institutions. Most of the current literature has focused on general broadband adoption, without considering the unique context of educational users (students and staff) who have specific needs and expectations from broadband services. Furthermore, while previous studies have suggested that QoE dimensions impact broadband service adoption, few have examined the role of user satisfaction as a mediator in this relationship. The current study contributes to this gap by investigating the mediating role of user satisfaction within the context of public higher educational institutions. Finally, most studies have focused on technical and economic aspects of broadband adoption, with limited emphasis on user-centered experiences such as usability and satisfaction in academic contexts. This study aims to address this gap by emphasizing how QoE dimensions such as service coverage, reliability, quality, and usability influence broadband adoption through user satisfaction.

Underpinning Theory

This study is underpinned by the Technology Acceptance Model (TAM) and the Expectancy-Disconfirmation Theory (EDT). The TAM, as proposed by Davis (1989), suggests that perceived ease of use and perceived usefulness are key determinants of technology adoption. The model has been widely used in understanding broadband adoption, as users’ perceptions of service quality, usability, and satisfaction are central to their adoption decisions (Venkatesh & Bala, 2020).

Expectancy-Disconfirmation Theory (Oliver, 1980) also posits that users form expectations prior to using a service, and these expectations are compared to their actual experience post-use. If the service meets or exceeds expectations, users experience satisfaction, which can lead to continued use or adoption. This theory complements the TAM by adding a layer of user satisfaction based on the perceived disconfirmation of expectations, a key component of QoE.

Figure 1: Proposed Research Framework

RESEARCH METHODOLOGY

This study adopts a quantitative research design to examine the relationships among the variables involved: QoE comprising service coverage, service quality, service reliability, and service usability, user satisfaction and broadband service adoption as displayed in Figure 1. The quantitative approach allows systematic data collection and statistical analysis, enabling the identification of significant patterns and relationships among the variables (Creswell & Creswell, 2018).

A cross-sectional survey method was employed, where data were collected at a single point in time. This design is appropriate for the study because it allows for the collection of data from a large sample, examining the factors influencing broadband adoption among university students. The study utilized an online questionnaire to gather responses from participants.

The target population for this study is students from public higher education institutions (PHEI) in Malaysia who are currently using broadband services. Public universities were chosen because of their high student population, and the critical role broadband services play in supporting their academic and personal activities. To ensure that the sample is representative of the student population, the study used a random sampling technique. This sampling ensures that different subgroups within the population are represented, increasing the generalizability of the findings (Makwana, 2023).

Data Collection

The data collection process took place in March 2025. Out of 400 distributed questionnaire surveys, 245 responses were received and considered acceptable for data analysis. Students were invited to participate in the survey and were selected randomly from the list of students who agreed to participate in the survey. The questionnaire was administered online via a survey platform, Google Forms.

The data collection instrument for this study was a structured questionnaire developed specifically for the study. The questionnaire was pre-tested with a sample of 30 students to ensure clarity and validity of the items. Based on the feedback, slight adjustments were made to the wording of some questions to improve comprehension, and it was divided into several sections: demographic information, QoE, user satisfaction, and broadband service adoption. The measurement items were adapted from past studies (Al-Smadi & Al-Khasawneh, 2012; Venkatesh & Bala, 2008) in which multiple Likert-scale items from 1=Strongly Disagree to 5= Strongly Agree were used.

Data Analysis

The data were analyzed using SPSS (Statistical Package for the Social Sciences) version 28. Descriptive statistics were first computed to summarize the demographic characteristics and broadband usage patterns of the participants. To test research hypotheses, the study employed correlation analysis and two-steps linear regression which allow for the examination of relationships among variables, including mediating effects (Hair et al., 2010). Specifically, Preacher and Hayes’ (2008) and Baron and Kenny (1986) mediation model were used to assess the mediating role of user satisfaction in the relationship between broadband service quality and adoption.

FINDINGS

Table 1: Respondent’s Demographic

The data collection for this study was completed in March 2025, with a total of 400 questionnaires distributed to broadband service users within public higher educational institutions. A total of 245 completed questionnaires were returned and deemed acceptable for analysis, yielding a response rate of 61.25% as shown in Table 1. The demographic profile of the respondents, including age, gender, education level, faculty, and residence type.

Most respondents (64%) were within the age range of 21 to 23 years, which is consistent with the typical age group of students at the institution. A further 35% of respondents were aged between 18 and 20 years, while 2% were aged 24 years and above. This age distribution indicates that the sample predominantly reflects the younger student population, with a small proportion representing older students. The gender distribution among the respondents was relatively imbalanced, with 80% of respondents identifying as female and 20% as male.

In terms of educational background, most respondents (56%) were enrolled in diploma programs, while 44% were bachelor’s degree students. This distribution reflects the broader demographic of the institution, where undergraduate students form most of the student body. Respondents were drawn from various academic faculties. The largest group of respondents (67%) was from the Faculty of Business and Management, followed by 26% from the College of Computing, Informatics and Mathematics, and 7% from the Faculty of Administrative Science and Policy Studies. This broad faculty representation ensures that a variety of academic disciplines and their respective broadband usage contexts are captured in the study, providing a comprehensive understanding of the user experience across different fields of study.

The residential status of the respondents revealed that 33% of the participants resided off-campus, typically in rental accommodations close to the institution, while 60% lived in on-campus hostels. This division is reflective of the overall student population, where a significant proportion of students live in campus hostels. The distinction between on-campus and off-campus residents is particularly important, as it may influence the perceived quality of broadband services and overall satisfaction due to differences in infrastructure, service accessibility, and support mechanisms.

RELIABILITY ANALYSIS

Table 2: Reliability Analysis

To ensure the internal consistency of the measurement scales used in this study, reliability analysis was conducted using Cronbach’s alpha coefficient as presented in Table 2. Cronbach’s alpha is widely used to assess the reliability of a scale, with values above 0.7 generally indicating acceptable reliability (Nunnally, 1978). In this study, the scales for the independent variables (service coverage, quality, reliability, and usability), the mediator (user satisfaction), and the dependent variable (broadband service adoption) were all subjected to reliability testing.

For each construct, the Cronbach’s alpha values were found to be well above the threshold of 0.7, the lowest was 0.847 while the highest was 0.959, indicating that the items within each scale were internally consistent and suitable for further analysis. These results suggest that the measurement instruments used in this study provided reliable measures of the constructs under investigation.

 Factor Analysis

Table 3: Factor Analysis

Factor analysis as shown in Table 3 was performed to examine the underlying dimensions of the constructs and ensure the validity of the measurement model. Exploratory Factor Analysis (EFA) was conducted using SPSS, with principal component analysis (PCA) as the extraction method and varimax rotation. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and Bartlett’s test of sphericity were used to assess the suitability of the data for factor analysis.

The lowest KMO value for the data was 0.829, which is considered excellent (Kaiser, 1974), and Bartlett’s test of sphericity was significant (p < 0.001), suggesting that the data was appropriate for factor analysis. The factor loading of each item was examined, with items loading significantly (above 0.4) on their respective factors. This analysis revealed that the variables grouped logically into their respective constructs: service coverage, quality, reliability, and usability as the independent variables; user satisfaction as the mediator; and broadband service adoption as the dependent variable. The results of the factor analysis confirmed that the constructs were unidimensional and robust, supporting the validity of the measurement model.

Normality

To assess the normality of the data distribution, a series of tests were conducted using SPSS. The Kolmogorov-Smirnov test and Shapiro-Wilk test were performed on the data for each variable. According to Mishra et al. (2019), the Shapiro-Wilk test is particularly reliable for small sample sizes, which is applicable in this study where the sample size is 245.

The results of the normality tests indicated that the data for the constructs (service coverage, quality, reliability, usability, user satisfaction, and broadband service adoption) did not significantly deviate from normality, as the p-values for both the Kolmogorov-Smirnov and Shapiro-Wilk tests were greater than 0.05. This suggests that the data can be considered approximately normally distributed, meeting the assumption of normality required for parametric testing. However, visual inspections of histograms and Q-Q plots also supported these findings, showing that the data distributions were symmetrical and approximately normal. Given that the data met the normality assumption, parametric statistical methods could be used for further analysis, including regression and mediation analysis.

 Correlation Analysis

Table 4: Correlation Analysis

**. Correlation is significant at the 0.01 level (2-tailed).

The results of the correlation analysis as presented in Table 4 indicated that all independent variables (service coverage, service quality, service reliability, and service usability) were positively correlated with the mediator, user satisfaction. Among these, service reliability exhibited the highest and most significant positive correlation with user satisfaction (r = 0.841, p < 0.001). This strong correlation suggests that users who perceived broadband services to be more reliable were significantly more likely to report higher levels of satisfaction. Other independent variables also showed positive correlations with user satisfaction, with service usability (r = 0.738, p < 0.001) and service quality (r = 0.838, p < 0.001) demonstrating moderate to strong positive relationships.

As for the relationship between the independent variables and broadband service adoption, all independent variables demonstrated positive correlations with the dependent variable. The highest correlation was observed between service usability and broadband service adoption (r = 0.702, p < 0.001). This indicates that the higher perceived usability of broadband services was significantly associated with greater adoption of the service. Service reliability also showed a significant positive correlation with broadband service adoption (r = 0.687, p < 0.001), suggesting that users who rated the service quality highly were more likely to adopt the broadband service.

Regression Analysis

Table 5: Regression Analysis

To investigate the mediating role of user satisfaction in the relationship between the independent variables (service coverage, quality, reliability, and usability) and broadband service adoption, a series of linear regression analyses were conducted. The mediation hypothesis posits that user satisfaction serves as an intermediary mechanism through which the QoE as measured by the independent variables influences broadband service adoption.

Model 1: Direct Effect of Independent Variables on Broadband Service Adoption

In the first model, linear regression was performed to examine the direct effects of the independent variables (service coverage, service quality, service reliability, and service usability) on broadband service adoption. The results as shown in Table 5 revealed that the independent variables collectively accounted for 58.7% of the variance in broadband service adoption (R² = 0.587), which was statistically significant (p < 0.001). This finding suggests that the QoE, as defined by the independent variables, has a substantial direct influence on broadband service adoption.

Model 2: Mediation Model with User Satisfaction

In Model 2, user satisfaction was included as a mediator in the regression analysis. The inclusion of user satisfaction led to a significant increase in the explanatory power of the model. As in Table 5, the R² value in Model 2 was 0.684, indicating that the independent variables, along with user satisfaction, explained 68.4% of the variance in broadband service adoption (p < 0.001). This represents a change in R² of 0.097 from Model 1, which suggests that user satisfaction plays a significant role in mediating the relationship between the quality of experience and broadband service adoption.

The mediation effect was assessed using the guidelines proposed by Baron and Kenny (1986), which state that for mediation to occur, three conditions must be met: (1) the independent variables must significantly affect the mediator (user satisfaction); (2) the independent variables must significantly affect the dependent variable (broadband service adoption); and (3) the mediator must significantly affect the dependent variable, while controlling for the independent variables. The results from both regression models provide strong evidence for these conditions, suggesting that user satisfaction fully mediates the relationship between service quality (as measured by the independent variables) and broadband service adoption.

DISCUSSION

This study aimed to explore the relationship between Quality of Experience (QoE) and broadband service adoption, as well as the mediating role of user satisfaction. The findings of this research provide important insights into the mechanisms through which QoE impacts broadband adoption, with significant contributions to understanding the role of user satisfaction as a mediator.

Quality of Experience and Broadband Service Adoption

The first hypothesis proposed that the quality of experience (QoE), as measured by service coverage, service quality, reliability, and usability, would positively influence broadband service adoption. The results of this study support this hypothesis, demonstrating significant positive correlations between the independent variables (service coverage, service quality, reliability, and usability) and broadband service adoption. These findings are in line with a growing body of literature that suggests that users’ perceptions of broadband service quality are key determinants of their decision to adopt or continue using broadband services.

For instance, studies by Angela et al. (2024) and Valentín-Sívico et al. (2023) have similarly found that service quality, including factors such as reliability and usability, plays a critical role in broadband adoption. Dey et al. (2020) specifically highlighted that service reliability is one of the most significant factors influencing broadband users’ satisfaction and subsequent adoption decisions. Likewise, Rahman et al. (2025) identified that service coverage and usability were highly correlated with users’ decisions to adopt broadband services, emphasizing that QoE dimensions directly shape users’ perceptions of the service.

The findings of this study also verify the work of Koh et al. (2024), who identified a significant positive relationship between QoE and broadband adoption in their research within developing countries. Service coverage, which refers to the availability and reach of broadband networks, was found to be a critical factor in broadband adoption in their study, a result consistent with the present study’s findings. Additionally, service usability, which relates to the ease of use and accessibility of broadband services, was found to have the highest correlation with broadband service adoption, reflecting its importance as a predictor of users’ willingness to adopt new technologies.

However, one area where the present study’s findings slightly differ from some past research is in the relative weight of the factors influencing broadband adoption. For example, Briglauer et al. (2024) argued that service reliability should have the highest impact on broadband adoption, particularly in environments where users rely heavily on consistent internet access for work or education. In contrast, this study found that service usability had the strongest correlation with broadband service adoption, suggesting that ease of use may be a more significant determinant in the sample users studied, potentially reflecting the increased emphasis on user-friendly interfaces in recent technological developments.

Mediating Role of User Satisfaction

The second hypothesis posited that user satisfaction significantly mediates the relationship between QoE and broadband service adoption. The findings of this study provide robust support for this hypothesis, with user satisfaction serving as a significant mediator between the independent variables (service coverage, service quality, reliability, and usability) and broadband service adoption.

The mediation results align with the work of Tedjokusumo and Murhadi (2023), who found that user satisfaction mediated the relationship between broadband service quality and adoption. In their research, satisfaction with broadband services significantly influenced the likelihood of adoption, reinforcing the notion that users’ experiences with service quality are directly linked to their overall satisfaction, which in turn drives adoption behavior. Similarly, Rita et al. (2019) demonstrated that user satisfaction is a critical factor in the decision-making process for broadband users, noting that highly satisfied users are more likely to recommend the service to others, which in turn drives adoption rates.

The present study’s findings are consistent with these studies, indicating that user satisfaction not only influences adoption decisions directly but also plays a central role in amplifying the effects of service quality on broadband adoption. Furthermore, the significant increase in the explanatory power of the regression model when user satisfaction was included (from R² = 0.587 to R² = 0.684) confirms the importance of user satisfaction as a mediator. This is consistent with Aleksić et al. (2024) bootstrapping methodology, which showed that the indirect effect of user satisfaction was significant in this study, further validating the mediation role.

However, Mack et al. (2023) highlighted some contrasting results in their study on broadband adoption in rural areas, where user satisfaction was found to have a less significant mediating role. They suggested that external factors, such as socio-economic conditions and network infrastructure, could play a larger role in broadband adoption decisions, potentially diminishing the impact of user satisfaction. This study’s findings, however, emphasize that in an academic context with a more controlled environment such as public higher educational institutions, user satisfaction continues to be a strong mediator.

CONCLUSION AND LIMITATIONS OF STUDY

The present study contributes to the existing body of literature by providing empirical evidence of the mediating role of user satisfaction in the relationship between QoE and broadband adoption. The findings underscore the importance of considering not only the direct effects of broadband service quality but also the psychological factors, such as user satisfaction, that influence adoption decisions. By confirming that user satisfaction significantly mediates the effect of service quality on broadband adoption, this study suggests that broadband service providers should prioritize improving user satisfaction through enhancements in service usability, reliability, and coverage to increase adoption rates.

From a managerial perspective, the findings suggest that broadband service providers should prioritize improving the key dimensions of Quality of Experience (QoE) to enhance user satisfaction, which in turn will increase broadband service adoption. Specifically, service reliability and usability emerged as the most influential factors affecting both user satisfaction and adoption decisions. Service providers should invest in upgrading their network infrastructure to ensure consistent and reliable service delivery, particularly in underserved areas. Additionally, simplifying the user interface and ensuring that broadband services are easy to use will enhance user satisfaction and encourage more customers to adopt the service.

Moreover, since user satisfaction was found to significantly mediate the relationship between QoE and broadband service adoption, broadband providers should focus on cultivating customer satisfaction by offering responsive customer support, transparent communication, and regular feedback loops to address user concerns. A satisfied customer is more likely to recommend the service to others, which can result in increased adoption rates through word-of-mouth marketing.

For policymakers, this study emphasizes the importance of ensuring equitable broadband service quality across all regions, particularly in rural and underserved areas. They can also facilitate broadband adoption by promoting initiatives that increase public awareness of the benefits of high-quality broadband services. Information campaigns that emphasize the importance of broadband for remote work, education, and digital inclusion could play a significant role in enhancing the perceived value of broadband services. In addition, the significant mediating role of user satisfaction underscores the need for regulatory frameworks that prioritize consumer protection. Policymakers should consider introducing standards for service quality and customer support to ensure that broadband service providers meet consumer expectations. Furthermore, creating incentives for broadband providers to innovate and improve their service offerings such as through subsidies or grants for infrastructure upgrades could stimulate further advancements in QoE and, consequently, increase adoption rates.

While the present study offers valuable insights, there are some limitations that should be addressed in future research. First, the sample is limited to public higher education institution users, which may not fully represent the broader population of broadband users. Future studies could expand the sample to include different user segments, such as residential or small business users, to improve generalizability. Additionally, future research could explore other potential mediators, such as trust or perceived value, which may further clarify the relationship between QoE and broadband adoption.

ACKNOWLEDGEMENTS

The authors would like to express their sincere gratitude to all individuals and organizations who contributed to this study on broadband service adoption. Special thanks go to UiTM Kedah for their unwavering support, encouragement and commitment. We also extend our appreciation to our collaborators and reviewers for their insightful feedback. This research was made possible through the collective efforts of many, and we hope its findings will enhance the understanding of broadband service adoption and further contribute to a more connected and digitally inclusive academic community.

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