Determining mobile money service customer satisfaction and continuance usage through service quality

Kojo Kakra Twum, John Paul Basewe Kosiba (), Robert Ebo Hinson, Antoinette Yaa Benewaa Gabrah and Ebenezer Nyarko Assabil
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Kojo Kakra Twum: Presbyterian University College
John Paul Basewe Kosiba: University of Professor Studies, Accra
Robert Ebo Hinson: University of Ghana
Antoinette Yaa Benewaa Gabrah: University of Professional Studies
Ebenezer Nyarko Assabil: Presbyterian University College

Journal of Financial Services Marketing, 2023, vol. 28, issue 1, No 3, 30-42

Abstract: Abstract Mobile money service is a major retail financial service provided by telecommunication firms and formal banking institutions in many countries in Sub-Saharan Africa. The increased patronage of mobile money services demands that telecommunication firms enhance the quality-of-service delivery they offer in order to stay competitive. The purpose of this paper is to investigate the service quality factors that influence customer satisfaction and continuance usage of mobile money services. Data were collected from 494 users of mobile money services. Using structural equation modeling, this study tested hypotheses on the effect of service quality variables on customer satisfaction and continuance usage of mobile money services. The findings indicate that the availability of services, facilities, and security influence customer satisfaction, whereas the expertise of the service provider, the operator’s network system, and responsiveness influence continued use of mobile money services. The findings of this study will assist mobile money service providers and policymakers in planning services that will increase customer satisfaction and retention. The study contributes to identifying service quality constructs that influence customer satisfaction and continuance usage in the mobile money context.

Keywords: Mobile money; Service quality; Customer satisfaction; Continuance usage; Telecommunication (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41264-021-00138-5

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