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The thrust of this thesis is to explore the dimensions of MWSQ and to propose a novel framework to comprehend symmetric and asymmetric relationship between MWSQ dimensions and loyalty intention. Five dimensions of service quality pertinent in m-wallet context namely security, reliability, responsiveness, practicity and design along with their indicators were identified from well-cited literature in the field of electronic service quality research encompassing studies on internet banking, mobile banking, web-based services, online retailing, and other electronic services. Two parallel mediators for the framework namely brand image and brand satisfaction have been also proposed. Current study used data from 422 m-wallet users. Structural equation modeling (SEM) have been utilised to assess influence of MWSQ dimensions (reliability, security, responsiveness, practicity and design) on loyalty intention. Furthermore, fsQCA was also employed to comprehend the non-linear and complex effects of MWSQ dimensions on loyalty intention that SEM failed to reveal. Further, m-wallet service providers spend massive amount of money for offering good quality of services to customers. So, there must be an evaluation method that could enable service providers to measure MWSQ by quantifying it in a single numeric value. Present study attempted to fill up this gap by determining overall MWSQ score of a m-wallet service provider using a hybrid approach. A two phased hybrid methodology was employed to assess MSWQ score. In initial phase, analytic hierarchy process (AHP) was applied for prioritising identified MWSQ dimensions and their items. Security came out to be the topmost dimension to be emphasised on for enhancing MWSQ followed by reliability, responsiveness, practicity and design. Further, in second phase, fuzzy evaluation method (FEM) has been applied to determine an overall service quality score of a m-wallet service provider. |
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