Abstract
This study assesses the adoption and satisfaction of 333 National Helpline, a government initiative enhancing public service and citizen engagement, among marginalized communities in Bangladesh. The suggested paradigm extended the Unified Theory of Acceptance and Use of Technology (UTAUT). Data were gathered from 352 respondents, and Structural Equation Modeling was employed to analyze the data. The study finds that while performance expectancy has a minimal impact, effort expectancy, service quality, perceived trust, and data security significantly influence the adoption of 333 National Helpline. Trust and data security are critical for engaging marginalized populations, supporting the government's goals of digital inclusivity and smart governance. This study enriches the literature on technology adoption and public service delivery by analyzing non-emergency helpline dynamics in a developing country, emphasizing the importance of user satisfaction and service quality for successful adoption.
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