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Analysis of young banked and unbanked customers' usage, satisfaction, trust and loyalty for mobile money services in Ghana

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dc.contributor.author Narteh B.
dc.contributor.author Yeboah-Asiamah E.
dc.contributor.author MacKin E.A.
dc.date.accessioned 2022-10-31T15:05:07Z
dc.date.available 2022-10-31T15:05:07Z
dc.date.issued 2022
dc.identifier.issn 1751200X
dc.identifier.other 10.1504/IJBSR.2022.119602
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/257
dc.description Narteh, B., Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana; Yeboah-Asiamah, E., Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana; MacKin, E.A., Department of Management Studies Education, University of Education, Winneba, Box 1277, Kumasi-Ashanti, Ghana en_US
dc.description.abstract This study assesses mobile money usage, satisfaction, trust and loyalty among young banked customers and unbanked customers in Ghana. Two models were developed for banked and unbanked customers and tested via partial least square (PLS) structural equation modelling (SEM) in SmartPLS. Data were collected from a cross-section survey of 700 mobile money users with response rate of 72.4%. The findings indicate that, for young customers without a bank account, satisfaction significantly influence customer loyalty whilst trust predicts active usage. Interestingly, however, the relationship between trust and loyalty to mobile money was insignificant but active usage lead significantly to customer loyalty. Despite the contextual limitation, this research has validated two theoretical models of antecedents of loyalty in mobile money context and provided implications for the planning and allocation of resources and capabilities that are required to enhance young consumers' trust, satisfaction, active usage and loyalty. Copyright � 2022 Inderscience Enterprises Ltd. en_US
dc.publisher Inderscience Publishers en_US
dc.subject Ghana en_US
dc.subject Loyalty en_US
dc.subject Mobile money en_US
dc.subject Satisfaction en_US
dc.subject Systems en_US
dc.subject Technology en_US
dc.subject Trust en_US
dc.subject Unbanked en_US
dc.subject Usage en_US
dc.subject Young banked en_US
dc.title Analysis of young banked and unbanked customers' usage, satisfaction, trust and loyalty for mobile money services in Ghana en_US
dc.type Article en_US


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