Page 51 - April_2024 Broucher.indd

Mohammad Shameem Jawed

Title: Is perceived value enough to create loyalty for m-wallets? Exploring the role of trust and satisfaction

Journal: Cogent Business and Management

This study explores the role of perceived customer value and loyalty

relationships in mobile wallet (M-wallet). The study further investigates trust
and satisfaction as drivers of loyalty and examines the role of trust in the
traditional value-satisfaction-loyalty relationship. A total of 214 responses

from M-wallet users were captured using a structured questionnaire in a
cross-sectional survey design. The data collected was analyzed with the

help of structural equation modeling. Trust and satisfaction in M-wallet
are both found to be mediating the perceived customer value and loyalty
relationship. Furthermore, results also confirm the sequential mediation

impact of trust and satisfaction between the perceived customer value

and loyalty relationship. The findings help
practitioners in tailoring their customer
relationship strategies to promote M-wallet

loyalty. Finally, this study recommends that

managers should emphasize leveraging
trust and satisfaction to shape loyalty in
addition to customer value. They should

focus on initiatives to win trust, satisfy

the customers, and enhance long-term
customer relationships.

Page 44