Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator
The adoption of mobile-based payments, particularly mobile wallets, increased significantly during the pandemic, especially in cash-reliant low-income economies. In the post-pandemic era, customers have greater flexibility in choosing their preferred payment methods, making customer retention vital...
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| Language: | English |
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LLC "CPC "Business Perspectives"
2025-03-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21931/IM_2025_01_Malik.pdf |
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| author | Hafiz Abdul Samee Malik Nik Ab Halim Nik Abdullah A Fakhrorazi |
| author_facet | Hafiz Abdul Samee Malik Nik Ab Halim Nik Abdullah A Fakhrorazi |
| author_sort | Hafiz Abdul Samee Malik |
| collection | DOAJ |
| description | The adoption of mobile-based payments, particularly mobile wallets, increased significantly during the pandemic, especially in cash-reliant low-income economies. In the post-pandemic era, customers have greater flexibility in choosing their preferred payment methods, making customer retention vital for businesses. Therefore, it is essential to identify the factors influencing customer loyalty to mobile wallet apps. This study, conducted in Pakistan, seeks to identify the factors influencing customer loyalty toward mobile wallet apps in the post-COVID-19 era. Using data from 298 customers, the study uses Smart PLS to examine the relationships within the proposed model. The outcomes revealed that perceived usefulness (β = 0.201, p = 0.000), perceived ease of use (β = 0.177, p = 0.000), information quality (β = –0.094, p = 0.001), user satisfaction (β = 0.367, p = 0.000), hedonic motivations (β = 0.168, p = 0.000), and customer involvement (β = 0.141, p = 0.000) are the primary factors that determine whether or not a customer becomes loyal to mobile wallets. Moreover, customer involvement moderates the association between perceived ease of use (β = –0.146, p = 0.000), information quality (β = 0.125, p = 0.000), user satisfaction (β = 0.195, p = 0.000), hedonic motivations (β = –0.151, p = 0.000) and customer loyalty. In conclusion, perceived usefulness, perceived ease of use, user satisfaction, hedonic motivations, customer involvement and information quality are key determinants of customer loyalty in the new normal. |
| format | Article |
| id | doaj-art-7c8adaaa97f3473bab799e994fca5cb4 |
| institution | DOAJ |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-7c8adaaa97f3473bab799e994fca5cb42025-08-20T02:50:00ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-03-0121133834910.21511/im.21(1).2025.2721931Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderatorHafiz Abdul Samee Malik0https://orcid.org/0000-0002-1894-9009Nik Ab Halim Nik Abdullah1https://orcid.org/0000-0002-8422-6722A Fakhrorazi2https://orcid.org/0000-0001-9788-230XMPhil, School of International Studies, Universiti Utara Malaysia [Northern University of Malaysia]Ph.D., Associate Professor, School of International Studies, Universiti Utara Malaysia [Northern University of Malaysia]Ph.D., Associate Professor, School of International Studies, Universiti Utara Malaysia [Northern University of Malaysia]The adoption of mobile-based payments, particularly mobile wallets, increased significantly during the pandemic, especially in cash-reliant low-income economies. In the post-pandemic era, customers have greater flexibility in choosing their preferred payment methods, making customer retention vital for businesses. Therefore, it is essential to identify the factors influencing customer loyalty to mobile wallet apps. This study, conducted in Pakistan, seeks to identify the factors influencing customer loyalty toward mobile wallet apps in the post-COVID-19 era. Using data from 298 customers, the study uses Smart PLS to examine the relationships within the proposed model. The outcomes revealed that perceived usefulness (β = 0.201, p = 0.000), perceived ease of use (β = 0.177, p = 0.000), information quality (β = –0.094, p = 0.001), user satisfaction (β = 0.367, p = 0.000), hedonic motivations (β = 0.168, p = 0.000), and customer involvement (β = 0.141, p = 0.000) are the primary factors that determine whether or not a customer becomes loyal to mobile wallets. Moreover, customer involvement moderates the association between perceived ease of use (β = –0.146, p = 0.000), information quality (β = 0.125, p = 0.000), user satisfaction (β = 0.195, p = 0.000), hedonic motivations (β = –0.151, p = 0.000) and customer loyalty. In conclusion, perceived usefulness, perceived ease of use, user satisfaction, hedonic motivations, customer involvement and information quality are key determinants of customer loyalty in the new normal.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21931/IM_2025_01_Malik.pdfhedonic motivationsinformation qualitynew normalPakistanperceived ease of useperceived usefulness |
| spellingShingle | Hafiz Abdul Samee Malik Nik Ab Halim Nik Abdullah A Fakhrorazi Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator Innovative Marketing hedonic motivations information quality new normal Pakistan perceived ease of use perceived usefulness |
| title | Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator |
| title_full | Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator |
| title_fullStr | Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator |
| title_full_unstemmed | Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator |
| title_short | Understanding customer loyalty in mobile wallet apps: A post-pandemic analysis with customer involvement as moderator |
| title_sort | understanding customer loyalty in mobile wallet apps a post pandemic analysis with customer involvement as moderator |
| topic | hedonic motivations information quality new normal Pakistan perceived ease of use perceived usefulness |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21931/IM_2025_01_Malik.pdf |
| work_keys_str_mv | AT hafizabdulsameemalik understandingcustomerloyaltyinmobilewalletappsapostpandemicanalysiswithcustomerinvolvementasmoderator AT nikabhalimnikabdullah understandingcustomerloyaltyinmobilewalletappsapostpandemicanalysiswithcustomerinvolvementasmoderator AT afakhrorazi understandingcustomerloyaltyinmobilewalletappsapostpandemicanalysiswithcustomerinvolvementasmoderator |