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The boomerang effect of positive word-of-mouth: understanding switching intentions in the mobile payment market

Author

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  • Sadrac Jean Pierre

    (Rezo Inovasyon Edikatif Ayisyen (RINOVEDA)
    Formato Educativo Business School)

  • Claudel Mombeuil

    (Rezo Inovasyon Edikatif Ayisyen (RINOVEDA)
    Université Notre Dame d’Haïti)

Abstract

This study explores the impact of word-of-mouth (WOM) and peer influence on consumer switching intentions in a duopoly market for P2P mobile payment services. Specifically, it investigates how the attractiveness of an alternative service and trust in the incumbent mediate these relationships. Analyzing data from 531 respondents from Haiti’s incumbent mobile payment service, we find mixed support for our hypotheses. Positive WOM regarding the alternative service significantly increased switching intentions only when demographic factors were controlled. Interestingly, positive WOM regarding the alternative had a nonsignificant negative effect on its perceived attractiveness but significantly increased trust in the incumbent. Negative WOM, while not directly influencing switching intentions, significantly enhanced the perceived attractiveness of the alternative and decreased trust in the incumbent. Peer influence positively predicted switching intentions. The alternative’s attractiveness had a nonsignificant positive effect on switching intentions, whereas trust in the incumbent significantly and negatively affected them. Notably, trust in the incumbent mediated the impact of negative WOM on switching intentions. These findings highlight the complex interactions among WOM, peer influence, and trust in shaping consumer behavior within a duopoly mobile payment market.

Suggested Citation

  • Sadrac Jean Pierre & Claudel Mombeuil, 2025. "The boomerang effect of positive word-of-mouth: understanding switching intentions in the mobile payment market," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 30(2), pages 1-24, June.
    • Handle: RePEc:pal:jofsma:v:30:y:2025:i:2:d:10.1057_s41264-025-00308-9
    DOI: 10.1057/s41264-025-00308-9
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