Title: Analysis of young banked and unbanked customers' usage, satisfaction, trust and loyalty for mobile money services in Ghana

Authors: Bedman Narteh; Eric Yeboah-Asiamah; Eric Ato Mackin

Addresses: Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana ' Department of Management Studies Education, University of Education, Winneba, Box 1277, Kumasi-Ashanti, Ghana

Abstract: This study assesses mobile money usage, satisfaction, trust and loyalty among young banked customers and unbanked customers in Ghana. Two models were developed for banked and unbanked customers and tested via partial least square (PLS) structural equation modelling (SEM) in SmartPLS. Data were collected from a cross-section survey of 700 mobile money users with response rate of 72.4%. The findings indicate that, for young customers without a bank account, satisfaction significantly influence customer loyalty whilst trust predicts active usage. Interestingly, however, the relationship between trust and loyalty to mobile money was insignificant but active usage lead significantly to customer loyalty. Despite the contextual limitation, this research has validated two theoretical models of antecedents of loyalty in mobile money context and provided implications for the planning and allocation of resources and capabilities that are required to enhance young consumers' trust, satisfaction, active usage and loyalty.

Keywords: mobile money; young banked; satisfaction; trust; usage; unbanked; loyalty; systems; technology; Ghana.

DOI: 10.1504/IJBSR.2022.119602

International Journal of Business and Systems Research, 2022 Vol.16 No.1, pp.40 - 64

Received: 12 Sep 2019
Accepted: 20 Jan 2020
Published online: 11 Dec 2021 *

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