Exploring the symmetric and asymmetric effects of mobile wallet service experience on brand loyalty in India: evidence from SEM and fsQCA

Ashwarya Kapoor (), Rajiv Sindwani () and Manisha Goel ()
Additional contact information
Ashwarya Kapoor: J. C. Bose University of Science and Technology, YMCA
Rajiv Sindwani: J. C. Bose University of Science and Technology, YMCA
Manisha Goel: J. C. Bose University of Science and Technology, YMCA

Journal of Financial Services Marketing, 2024, vol. 29, issue 4, No 20, 1524-1541

Abstract: Abstract How mobile wallet service experience (MWSX) form brand loyalty? Are there symmetric or asymmetric connections between MWSX dimensions and brand loyalty? Are there any factors that intervene in the linkage between MWSX and brand loyalty? To answer these questions, present study explored dimensions of MWSX and proposed a novel serially mediated framework to comprehend asymmetric and symmetric relationship among MWSX dimensions and brand loyalty. The research adopted Stimulus-Organism-Response (S–O–R) theory as its theoretical foundation, highlighting its distinctive approach. Utilising structural equation modeling (SEM) and fuzzy sets qualitative comparative analysis (fsQCA), the current study disclosed three major findings. First, except for efficiency and aesthetics, results revealed a significant positive impact of MWSX dimensions (reliability, security & privacy and customer service) on brand loyalty. Second, association between MWSX dimensions (reliability, security & privacy and customer service) and brand loyalty was found to be serially mediated by two mediators namely brand image and brand love. Third, fsQCA uncovered asymmetric, synergistic and nonlinear effects of MWSX dimensions on brand loyalty that SEM failed to reveal. It revealed six sufficient conditions for determining low and high brand loyalty. Predictive validity has been also tested to determine accuracy of fsQCA results. The research's findings illuminate m-wallet landscape, empowering service providers to elevate user engagement and enhance their competitive presence.

Keywords: Mobile wallet service experience; Serial mediation; fsQCA; Brand image; Brand love (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41264-024-00280-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jofsma:v:29:y:2024:i:4:d:10.1057_s41264-024-00280-w

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41264

DOI: 10.1057/s41264-024-00280-w

Access Statistics for this article

Journal of Financial Services Marketing is currently edited by Tina Harrison

More articles in Journal of Financial Services Marketing from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().