Ashwarya Kapoor, Rajiv Sindwani and Manisha Goel
Is there any symmetric or asymmetric connection between mobile wallet service quality (MWSQ) dimensions and loyalty intention? Are there any factors that intervene in the…
Abstract
Purpose
Is there any symmetric or asymmetric connection between mobile wallet service quality (MWSQ) dimensions and loyalty intention? Are there any factors that intervene in the relationship between MWSQ and loyalty intention? To answer these questions, the present study explored dimensions of MWSQ and proposed a novel framework to comprehend symmetric and asymmetric relationship between MWSQ dimensions and loyalty intention.
Design/methodology/approach
The study used data from 422 m-wallet users. Structural equation modeling (SEM) was used to investigate the impact of MWSQ dimensions (reliability, security, responsiveness, practicity and design) on loyalty intention. Furthermore, fuzzy sets qualitative comparative analysis (fsQCA) has also been applied to understand the complex, non-linear and synergistic effects of MWSQ dimensions on brand loyalty that SEM failed to reveal.
Findings
Using structural equation modeling (SEM) and fuzzy sets qualitative comparative analysis (fsQCA), current study revealed three major findings. First, except for practicity and design, results revealed a significant positive impact of MWSQ dimensions (reliability, security and responsiveness) on loyalty intention. Second, the study found that association between MWSQ dimensions (reliability, security and responsiveness) and loyalty intention was partially mediated by two parallel mediators namely brand image and brand satisfaction. Third, fsQCA uncovered asymmetric, synergistic and non-linear effects of MWSQ dimensions on loyalty intention that SEM failed to reveal. It revealed six sufficient conditions for determining low and high loyalty intention. Predictive validity has been also tested to determine accuracy of fsQCA results.
Practical implications
For practitioners, the proposed model is helpful as it will facilitate them in taking an edge over competitors by emphasising on key MWSQ dimensions. It will enable them to frame effective strategies for increasing market share and customer retention.
Originality/value
It is among the pioneer studies which explored the service quality dimensions of m-wallet, and used combination of both quantitative and qualitative techniques to propose an integrated framework for m-wallet service quality.
Details
Keywords
Nutritional labeling of food products is not mandatory in India at present and the Indian Government is on the verge of introducing a code of conduct for it. The aim of this paper…
Abstract
Purpose
Nutritional labeling of food products is not mandatory in India at present and the Indian Government is on the verge of introducing a code of conduct for it. The aim of this paper is to provide some initial guidelines for the above‐said purpose so as to have consumer friendly labeling policies.
Design/methodology/approach
A structured questionnaire‐based survey was used for the purpose of the study. A total of 100 respondents were considered for the study. Data were collected from two superstores located in New Delhi.
Findings
Food labels are read by the consumers for brand comparisons and not for consulting nutritional information. Difficult terminology, small font size and inability to understand nutritional labels are the major problems encountered by the consumers. Television, friends, magazines are commonly used for assessing nutritional information. Labels are considered more consumer friendly when benchmarks regarding serving size are provided. Income level, size of household, number of children and age did not play a role in the usage of nutritional labels by the consumers. Consumers with special dietary needs used nutritional labels regularly.
Research limitations/implications
A small sample size is the limitation of the study.
Originality/value
This is the first study of its kind in India. It is valuable for the Indian Government in framing policies regarding nutritional labeling and for imparting nutritional education. It will also help it to draft consumer friendly labels for effective usage.