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Integrating Digital Payments to Revolutionize Marketing Strategy and Foster Consumer-Centric Commerce
Abstract
This research investigates how elements of a digital payment namely perceived ease of use, personalization, and perceived privacy controls, shape consumer loyalty through the mediation of payment experience quality (EXQ). The research is based on the SOR theoretical framework and used a mixed-method approach consisting of quantitative and qualitative study. The PLS-SEM results indicate that perceived ease of use, personalization and perceived privacy control have a positive and significant relationship with EXQ, which itself is significantly related to consumer loyalty .Mediation tests further confirm the role of EXQ as a core mechanism linking the digital payment attributes to loyalty. The qualitative phase underscores these findings .This study contributes to theory and practice by framing EXQ as a mediating construct, while also presenting managers with the framework to develop a component of consumer loyalty in a digital payment context.
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