Investigating brand loyalty in mobile payment apps: the impact of cognitive and app-level factors

P. Thalhath (), K. A. Ashique Ali (), Johnson Clement Madathil () and S. Ananda ()
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P. Thalhath: Thakur Institute of Management Studies and Research
K. A. Ashique Ali: NMIMS Deemed-to-Be-University
Johnson Clement Madathil: Xavier Institute of Management and Entrepreneurship
S. Ananda: Research and Innovation Department, College of Banking and Financial Studies

Journal of Financial Services Marketing, 2025, vol. 30, issue 3, No 2, 17 pages

Abstract: Abstract The mobile payment app market is highly competitive, making brand loyalty a key source of competitive advantage. This study investigates the primary factors that drive brand loyalty within the mobile payment app industry. A conceptual model is developed based on the stimulus–organism–response (S–O–R) framework. To test the model, a quantitative study was conducted using an online survey of 353 mobile payment app users from a developing country. The data were analyzed using partial least squares structural equation modeling (PLS-SEM), and further insights were obtained through an importance-performance map analysis (IPMA). The findings reveal that brand experience and system quality significantly influence brand loyalty, operating through the mediating roles of trust and satisfaction. Post hoc analysis identifies satisfaction as the strongest predictor of brand loyalty. The study underscores the significant role of external and internal app attributes influence on user perceptions and behavioral intentions. Implications are discussed for financial services marketers aiming to enhance user retention and competitive positioning in the increasingly crowded mobile payments landscape.

Keywords: Brand experience; Brand loyalty; PLS-SEM; Satisfaction; System quality; Trust (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41264-025-00311-0

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