The Mediating Role of Brand Experience in Digital Wallet User Satisfaction. An Experience in Peru

Gutiérrez-Aguilar O.; Montesinos-Valencia L.; Montesinos-Valencia P.; Chicana-Huanca S. · Smart Innovation, Systems and Technologies (2026) · DOI: 10.1007/978-3-032-09911-2_23

Resumen

The main objective of the research is to establish the mediating role of brand experience in digital wallet user satisfaction based on brand interaction and brand love. The study involved 320 people of both sexes, aged 18–46, who were users of the Yape digital wallet in Peru. The data were analyzed using a quantitative, non-experimental, cross-sectional approach. Structured equation modelling (CB-SEM) was used for data processing and analysis using a multivariate covariance-based model. The most notable result of the study is that brand experience, with an R2 of 0.815, significantly mediates the relationship between brand love and user satisfaction. This indicates that positive emotions toward the brand enhance customer experience, which is crucial for customer satisfaction. The main conclusion is that companies should focus on strengthening brand love to improve customer experience and satisfaction. Strategies that deepen emotional ties with the brand and improve direct interactions can foster lasting loyalty and positive brand perception. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Nacional de San Agustín de Arequipa; Universidad Católica de Santa María