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The Impact of E-Service Quality of E-Wallet To Customer Loyalty in Malaysia (Customer Satisfaction as Mediation)
Abstract
The government of Malaysia has actively promoted a cashless society through initiatives such as the “National QR Code Standard” and partnerships with e-wallet providers. The Covid-19 acted as a catalyst to accelerate the use of electronic wallets in Malaysia for security and convenience. The Malaysian contactless payments market is competitive with 50 licenced e-wallet providers, mobile banking apps, credit cards, and newly issued credit cards, customers loyalty remains a critical challenge. The objective of the study is to find out which critical e-service quality feature i.e. app design, ease of navigation, reliability, and responsiveness has a greater impact on customer loyalty among Generation Y in Malaysia, with customer satisfaction as a mediating factor. The findings indicate that all four elements of app design, have a positive impact on customers. The study provides insight for e-wallet providers to enhance service quality and improve customer retention strategies.
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