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Antecedents and consequences of consumer hope for digital payment apps services

Dhananjay Bapat (Department of Marketing Management, Indian Institute of Management Raipur, Raipur, India)
Rahul Khandelwal (Management Department, IMSCDR, Ahmednagar, India)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 29 December 2022

Issue publication date: 14 February 2023




This study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.


The study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.


Three levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.


The study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.



The authors wish to thank the Editors and anonymous reviewers for providing notes that significantly improved the manuscript in all stages of the peer review process.


Bapat, D. and Khandelwal, R. (2023), "Antecedents and consequences of consumer hope for digital payment apps services", Journal of Services Marketing, Vol. 37 No. 1, pp. 110-127.



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