Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival

Enock Mintah Ampaw; Albert Adu-Sackey; Stephen Eduafo; Olivia Osei-Tutu; Nborlem Mark Nte-Adik

doi:doi:10.11648/j.ijtam.20220805.12

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Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival

Enock Mintah Ampaw, Albert Adu-Sackey, Stephen Eduafo, Olivia Osei-Tutu, Nborlem Mark Nte-Adik

Published in International Journal of Theoretical and Applied Mathematics (Volume 8, Issue 5)

Received: 22 September 2022 Accepted: 24 October 2022 Published: 4 November 2022

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Abstract

The present study aims at exploring the antecedents of customers’ behavioral intention in the mobile money service industry to enhance industry players’ competitive edge and financial inclusion value co-creation in Ghana. A total of four hundred and seventeen (417) respondents were contacted via social media platforms for the study. AMOS graphics and IBM SPSS were used to analyzed the data. The findings of the study reveal that perceived quality and security are the most significant precursors of mobile money subscribers’ satisfaction and loyalty drive. Satisfaction was also observed to have a significant positive effect on both brand equity and brand trust. The study further reveals that satisfaction mediate between perceived quality and security to positively impact subscribers’ loyalty. Studies exploring subscribers’ behavioral intentions towards mobile money service providers to the best of our knowledge still remains a major gap in extant literature. Thus, the present study extends knowledge on mobile money services and financial inclusion in general by providing a schema for mobile money service providers to tailor their services to meet the expectations of subscribers whiles enhancing their competitive edge.

Published in	International Journal of Theoretical and Applied Mathematics (Volume 8, Issue 5)
DOI	10.11648/j.ijtam.20220805.12
Page(s)	96-111
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Mobile Money, Financial Inclusion, Service Quality, Loyalty, Financial Technology, SEM

References

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Enock Mintah Ampaw, Albert Adu-Sackey, Stephen Eduafo, Olivia Osei-Tutu, Nborlem Mark Nte-Adik. (2022). Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival. International Journal of Theoretical and Applied Mathematics, 8(5), 96-111. https://doi.org/10.11648/j.ijtam.20220805.12

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Enock Mintah Ampaw; Albert Adu-Sackey; Stephen Eduafo; Olivia Osei-Tutu; Nborlem Mark Nte-Adik. Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival. Int. J. Theor. Appl. Math. 2022, 8(5), 96-111. doi: 10.11648/j.ijtam.20220805.12

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AMA Style

Enock Mintah Ampaw, Albert Adu-Sackey, Stephen Eduafo, Olivia Osei-Tutu, Nborlem Mark Nte-Adik. Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival. Int J Theor Appl Math. 2022;8(5):96-111. doi: 10.11648/j.ijtam.20220805.12

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@article{10.11648/j.ijtam.20220805.12,
  author = {Enock Mintah Ampaw and Albert Adu-Sackey and Stephen Eduafo and Olivia Osei-Tutu and Nborlem Mark Nte-Adik},
  title = {Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival},
  journal = {International Journal of Theoretical and Applied Mathematics},
  volume = {8},
  number = {5},
  pages = {96-111},
  doi = {10.11648/j.ijtam.20220805.12},
  url = {https://doi.org/10.11648/j.ijtam.20220805.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijtam.20220805.12},
  abstract = {The present study aims at exploring the antecedents of customers’ behavioral intention in the mobile money service industry to enhance industry players’ competitive edge and financial inclusion value co-creation in Ghana. A total of four hundred and seventeen (417) respondents were contacted via social media platforms for the study. AMOS graphics and IBM SPSS were used to analyzed the data. The findings of the study reveal that perceived quality and security are the most significant precursors of mobile money subscribers’ satisfaction and loyalty drive. Satisfaction was also observed to have a significant positive effect on both brand equity and brand trust. The study further reveals that satisfaction mediate between perceived quality and security to positively impact subscribers’ loyalty. Studies exploring subscribers’ behavioral intentions towards mobile money service providers to the best of our knowledge still remains a major gap in extant literature. Thus, the present study extends knowledge on mobile money services and financial inclusion in general by providing a schema for mobile money service providers to tailor their services to meet the expectations of subscribers whiles enhancing their competitive edge.},
 year = {2022}
}

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TY  - JOUR
T1  - Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival
AU  - Enock Mintah Ampaw
AU  - Albert Adu-Sackey
AU  - Stephen Eduafo
AU  - Olivia Osei-Tutu
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Y1  - 2022/11/04
PY  - 2022
N1  - https://doi.org/10.11648/j.ijtam.20220805.12
DO  - 10.11648/j.ijtam.20220805.12
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VL  - 8
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Author Information

Enock Mintah Ampaw

Applied Mathematics Department, Faculty of Applied Science and Technology, Koforidua Technical University, Koforidua, Ghana
Albert Adu-Sackey

Applied Mathematics Department, Faculty of Applied Science and Technology, Koforidua Technical University, Koforidua, Ghana
Stephen Eduafo

Department of Mathematics, Accra Institute of Technology, Accra, Ghana
Olivia Osei-Tutu

Department of Mathematics, Valley View University, Oyibi, Ghana
Nborlem Mark Nte-Adik

Medical Records Department, Assemblies of God Hospital, Saboba, Ghana

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Enock Mintah Ampaw, Albert Adu-Sackey, Stephen Eduafo, Olivia Osei-Tutu, Nborlem Mark Nte-Adik. (2022). Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival. International Journal of Theoretical and Applied Mathematics, 8(5), 96-111. https://doi.org/10.11648/j.ijtam.20220805.12

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Enock Mintah Ampaw; Albert Adu-Sackey; Stephen Eduafo; Olivia Osei-Tutu; Nborlem Mark Nte-Adik. Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival. Int. J. Theor. Appl. Math. 2022, 8(5), 96-111. doi: 10.11648/j.ijtam.20220805.12

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Enock Mintah Ampaw, Albert Adu-Sackey, Stephen Eduafo, Olivia Osei-Tutu, Nborlem Mark Nte-Adik. Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival. Int J Theor Appl Math. 2022;8(5):96-111. doi: 10.11648/j.ijtam.20220805.12

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@article{10.11648/j.ijtam.20220805.12,
  author = {Enock Mintah Ampaw and Albert Adu-Sackey and Stephen Eduafo and Olivia Osei-Tutu and Nborlem Mark Nte-Adik},
  title = {Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival},
  journal = {International Journal of Theoretical and Applied Mathematics},
  volume = {8},
  number = {5},
  pages = {96-111},
  doi = {10.11648/j.ijtam.20220805.12},
  url = {https://doi.org/10.11648/j.ijtam.20220805.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijtam.20220805.12},
  abstract = {The present study aims at exploring the antecedents of customers’ behavioral intention in the mobile money service industry to enhance industry players’ competitive edge and financial inclusion value co-creation in Ghana. A total of four hundred and seventeen (417) respondents were contacted via social media platforms for the study. AMOS graphics and IBM SPSS were used to analyzed the data. The findings of the study reveal that perceived quality and security are the most significant precursors of mobile money subscribers’ satisfaction and loyalty drive. Satisfaction was also observed to have a significant positive effect on both brand equity and brand trust. The study further reveals that satisfaction mediate between perceived quality and security to positively impact subscribers’ loyalty. Studies exploring subscribers’ behavioral intentions towards mobile money service providers to the best of our knowledge still remains a major gap in extant literature. Thus, the present study extends knowledge on mobile money services and financial inclusion in general by providing a schema for mobile money service providers to tailor their services to meet the expectations of subscribers whiles enhancing their competitive edge.},
 year = {2022}
}

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TY  - JOUR
T1  - Unveiling the Drivers of Customers’ Loyalty Toward Mobile Money Service Providers Based on SEM: A Clarion Call for Industry Players Survival
AU  - Enock Mintah Ampaw
AU  - Albert Adu-Sackey
AU  - Stephen Eduafo
AU  - Olivia Osei-Tutu
AU  - Nborlem Mark Nte-Adik
Y1  - 2022/11/04
PY  - 2022
N1  - https://doi.org/10.11648/j.ijtam.20220805.12
DO  - 10.11648/j.ijtam.20220805.12
T2  - International Journal of Theoretical and Applied Mathematics
JF  - International Journal of Theoretical and Applied Mathematics
JO  - International Journal of Theoretical and Applied Mathematics
SP  - 96
EP  - 111
PB  - Science Publishing Group
SN  - 2575-5080
UR  - https://doi.org/10.11648/j.ijtam.20220805.12
AB  - The present study aims at exploring the antecedents of customers’ behavioral intention in the mobile money service industry to enhance industry players’ competitive edge and financial inclusion value co-creation in Ghana. A total of four hundred and seventeen (417) respondents were contacted via social media platforms for the study. AMOS graphics and IBM SPSS were used to analyzed the data. The findings of the study reveal that perceived quality and security are the most significant precursors of mobile money subscribers’ satisfaction and loyalty drive. Satisfaction was also observed to have a significant positive effect on both brand equity and brand trust. The study further reveals that satisfaction mediate between perceived quality and security to positively impact subscribers’ loyalty. Studies exploring subscribers’ behavioral intentions towards mobile money service providers to the best of our knowledge still remains a major gap in extant literature. Thus, the present study extends knowledge on mobile money services and financial inclusion in general by providing a schema for mobile money service providers to tailor their services to meet the expectations of subscribers whiles enhancing their competitive edge.
VL  - 8
IS  - 5
ER  -

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