Moderating the Service Quality-Customer Loyalty Relation through Customer Satisfaction, Gender and Banking Status: Evidence from Mobile Money Users in University Of Cape Coast, Ghana

Abstract

The study was conducted to assess the impact of service quality on customer loyalty for mobile money services among university students when the effect of customer satisfaction, gender and banking status are statistically controlled for. The study targeted first degree students who were offering different programs in University of Cape Coast, Ghana. A total of 18498 students were targeted. Through the explanatory research design, structured questionnaires were personally administered to 377 participants who provided the primary data. Statistical Package for Social Sciences (SPSS) was used for the primary data analysis. Internal consistency of 0.759 was obtained for the instrument. Multiple regression, correlation and moderation analysis were conducted to test the hypotheses in the study. It was discovered that service quality predicted a significant positive variance in customer loyalty. Again, foreign remittance, ease of mobile money registration, interest on savings and airtime purchases made a significant contribution to the 17% variance in customer loyalty. The study proved that, gender and customer satisfaction, significantly moderated the predictive relation between service quality and customer loyalty whilst banking status did not. Security threats, high service charges, low interest on savings, and network failure were major challenges associated with mobile money services.