Effect of Mobile Wallet Services on Customer Satisfaction and Loyalty: A Look at the Consumer in Lambayeque - Peru

Agustín Arbulú Ballesteros M.; Trinidad Flores Lezama M.; Ysabel Otiniano León M.; Vanessa Li Vega F.; Teófilo Castro Muñoz W.; Elizabeth Alburuqueque Arana F.; Elizabeth Paredes Morales A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.292

Resumen

This study investigated the growing relevance of mobile wallets in the daily lives of consumers, with a special focus on the Lambayeque region. The aim was to analyze how these systems affect customer satisfaction and loyalty, considering the context of an emerging technology and the cultural and socioeconomic differences in its adoption and perception. A quantitative methodology was employed, using a questionnaire administered to 300 Lambayeque mobile wallet users. The collected data were analyzed using statistical techniques in SPSS and AMOS, assessing the validity and reliability of the instruments and the goodness of fit of the proposed model. The results revealed that service quality and perceived cost are significant determinants of customer satisfaction and loyalty. In contrast, ease of use, perceived utility, and security did not show a significant impact on these variables. Regression analysis indicated that mobile wallet service has a significant direct and indirect impact on customer satisfaction and loyalty. Strategic recommendations include emphasizing service quality and personalization, adopting a competitive cost structure, enhancing security, developing useful functionalities, tailoring marketing strategies and products to local needs, promoting financial inclusion, educating users, integrating with other services and platforms, and responding to market trends.

Instituciones: Universidad César Vallejo