Examining the Influence of Mobile Payment Customer Experiences on Attitudinal and Behavioural Loyalty: Evidence from Tanzania

Abstract

This study examined the influence dimensions of customer experience (CX) on attitudinal customer loyalty (ACL) and behavioural  customer loyalty (BCL) in mobile payment (m-payment) service in Dar es Salaam, Tanzania. The unit of analysis employed was mobile  payment customers, the sampling techniques used was convenient sampling and purposive sampling techniques to select service  providers. Data analysis was conducted using Partial Least Square regression with sample size of 379 respondents. The results suggested that out of four dimensions of CX, moment of truth, peace of mind and outcome of focus have a significant positive relationship with both  ACL and BCL. The product experience dimension revealed that in mobile payment context customer regards PEX as less important.  The study recommends to managers to work on improving PEX through improving marketing strategies. Mobile phone operators/ companies advocate customer experience in enhancing customer repurchasing and recommendations. The study contributes towards  understanding of the role of customer experience in customer behavioural and attitudinal loyalty in mobile m-payment context. Also, the  policymakers should support the provision of m-payment services, cross-product comparison and enhance freedom of choice.