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

Author

Listed:
  • Kojo Kakra Twum

    (Presbyterian University College
    University of Cape Coast)

  • John Paul Basewe Kosiba

    (University of Professor Studies, Accra)

  • Robert Ebo Hinson

    (University of Ghana
    Lincoln International Business School
    University of the Free State Business School)

  • Antoinette Yaa Benewaa Gabrah

    (University of Professional Studies)

  • Ebenezer Nyarko Assabil

    (Presbyterian University College)

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.

Suggested Citation

  • Kojo Kakra Twum & John Paul Basewe Kosiba & Robert Ebo Hinson & Antoinette Yaa Benewaa Gabrah & Ebenezer Nyarko Assabil, 2023. "Determining mobile money service customer satisfaction and continuance usage through service quality," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 30-42, March.
    • Handle: RePEc:pal:jofsma:v:28:y:2023:i:1:d:10.1057_s41264-021-00138-5
    DOI: 10.1057/s41264-021-00138-5
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    References listed on IDEAS

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