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A model of mobile payment usage among Arab consumers

Reem Ramadan (Damascus University, Damascus, Syrian Arab Republic)
Jawdat Aita (Management School, Lancaster University, Lancaster, UK)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 22 June 2018

Issue publication date: 18 September 2018

2892

Abstract

Purpose

The purpose of this paper is to investigate the impact of perceived satisfaction with mobile payment applications based on use experience, and subsequent stated expectations on brand loyalty and future use behavior using a theory-based research integrative model of factors that influence Arabs’ intentions to use mobile payment application(s).

Design/methodology/approach

A conceptual model was developed using the mixed research method approach. The focus group approach was used for the qualitative study and structural equation modeling for the quantitative study. Primary data were collected online. Participants were 305 Arab consumers from nine countries in the Middle East.

Findings

Satisfaction with the quality of mobile payment application(s) increased use experience and enhanced consumers’ expectations, which in turn positively affected loyalty and purchase intentions.

Research limitations/implications

The study encompassed mobile payment application(s) in nine countries rather than focusing on one market, or on one product type and business. The paper did not perform a comparative study between sampled Arab countries, but rather it sees all countries and respondents just as Arabs.

Practical implications

Service providers should build mobile application(s) based on the features of usability, availability, reliability, adaptability, accessibility, responsiveness and security.

Originality/value

This study is one of the first studies that empirically examines mobile payment consumer’s usage behavior from nine countries of the Arab world where there is scarce research on the topic in the region.

Keywords

Citation

Ramadan, R. and Aita, J. (2018), "A model of mobile payment usage among Arab consumers", International Journal of Bank Marketing, Vol. 36 No. 7, pp. 1213-1234. https://doi.org/10.1108/IJBM-05-2017-0080

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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