How to generate loyalty in mobile payment services? An integrative dual SEM-ANN analysis

忠诚 付款 独创性 营销 移动支付 业务 结构方程建模 认知 心理学 广告 社会心理学 计算机科学 财务 创造力 机器学习 神经科学
作者
Tri-Quan Dang,Garry Wei‐Han Tan,Eugene Cheng-Xi Aw,Keng‐Boon Ooi,Bhimaraya Metri,Yogesh K. Dwivedi
出处
期刊:International Journal of Bank Marketing [Emerald Publishing Limited]
卷期号:41 (6): 1177-1206 被引量:59
标识
DOI:10.1108/ijbm-05-2022-0202
摘要

Purpose The surging entrance of new mobile payment merchants into the growing market has prompted the need for an in-depth understanding of loyalty formation to retain customers. This study examines customers' loyalty generation process in mobile payment services by exploring the serial effect of cognitive drivers (i.e. brand awareness, perceived quality, brand image, perceived value and layout) on affective response, satisfaction and loyalty. Design/methodology/approach A survey using self-administered questionnaires was conducted. The data was collected from 370 consumers who have experience using mobile payment services in Vietnam. The data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural networks (ANN) analysis. Findings The results indicated that all the proposed cognitive drivers show significant impacts on affective response, which, in turn, translates into satisfaction and loyalty. The post-hoc analysis revealed enjoyment as the vital affective response in determining satisfaction. Moreover, the multigroup analysis indicated that the relationship between affective response and satisfaction is stronger for the female group. In addition, the ANN's nonlinear result revealed complementary insight into the importance of cognitive drivers. Originality The current study revealed both linear and nonlinear mechanisms that explicate the roles of cognitive drivers and affective responses in fostering loyalty toward mobile payment merchants. The findings add to the existing literature that emphasizes consumers' initial mobile payment adoption.
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