I won't touch money because it is dirty: examining customer's loyalty toward M-payment

Abstract

Purpose

Several industries including banking are booming because of COVID-19. However, it is still unknown whether this growth is momentary or permanent in nature. Hence, this study aims to identify the role of health-related concerns and trust as stimuli on M-payment loyalty.

Design/methodology/approach

Data were collected through Google Forms from 431 participants. Subjects were M-payment users. The hypothesized model was tested using structural equational modeling.

Findings

Results of the study indicate that perceived severity and trust act as stimuli for M-payment loyalty. Further, trust not only influences loyalty directly but also through intimacy. Additionally, no linear relationship was found between perceived usefulness and M-payment loyalty.

Originality/value

This work is an early attempt to consider health-related concerns and trust as stimuli to predict M-payment loyalty. Further, this study focused on three new constructs, namely perceived severity, perceived susceptibility and intimacy, that are underexplored in digital banking literature.

Citation

Goel, P., Garg, A., Sharma, A. and Rana, N.P. (2022), "I won't touch money because it is dirty: examining customer's loyalty toward M-payment", International Journal of Bank Marketing, Vol. 40 No. 5, pp. 992-1016. https://doi.org/10.1108/IJBM-06-2021-0272