FACTORS AFFECTING CONSUMERS’ SATISFACTION TOWARDS MOBILE PAYMENT SERVICES: AN ANALYTIC HIERARCHY PROCESS APPROACH

Abstract

The aim of the study is to use the analytic hierarchy process (AHP) technique to identify and rank the factors affecting customer satisfaction with mobile payment services in the Jordanian market, where little research has been done on post-adoption behaviour. By gathering data from experts and analyzing the results, the study seeks to determine the relative importance of various factors, such as app quality, cost, trust, and social influence, in shaping customer satisfaction. The literature is rich with studies on the adoption of mobile payment services in developing countries. However, little attention has been paid to post-adoption behaviours, such as customer satisfaction. Additionally, the use of multi-criteria decision-making techniques, such as AHP, to rank factors affecting mobile payment service satisfaction is rare. Our literature search identified 17 factors, and we gathered data from 12 experts, which was sufficient for the AHP technique. The results revealed that app quality was the most critical factor affecting satisfaction, followed by cost, usefulness, trust, information risk, security, social influence, ease of use, performance, credibility, privacy, reliability, responsiveness, customer attitude, confidentiality, assurance, and feedback mechanism.