Abstract
The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.
| Original language | English |
|---|---|
| Pages (from-to) | 174-194 |
| Number of pages | 21 |
| Journal | Journal of African Business |
| Volume | 19 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 3 Apr 2018 |
| Externally published | Yes |
Keywords
- Mobile money
- active usage
- churn
- continuance intention
- mobile telecommunication
- satisfaction
- third-party mediator
- trust
Fingerprint
Dive into the research topics of 'Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver