Examining the Influence of Mobile Payment Customer Experiences on Attitudinal and Behavioural Loyalty: Evidence from Tanzania


  • Pamela Liana
  • Jan-Erik Jaensson
  • Goodluck Mmari




Customer experience, attitudinal customer loyalty, behavioural customer loyalty, m-payment


This study examined the influence dimensions of customer experience (CX) on attitudinal customer loyalty (ACL) and behavioural customer loyalty (BCL) in mobile payment (m-payment) service in Dar es Salaam, Tanzania. The unit of analysis employed was mobile payment customers, the sampling techniques used was convenient sampling and purposive sampling techniques to select service providers.  Data analysis was conducted using Partial Least Square regression with sample size of 379 respondents. The results suggested that out of four dimensions of CX, moment of truth, peace of mind and outcome of focus have a significant positive relationship with both ACL and BCL. The product experience dimension revealed that in mobile payment context customer regards PEX as less important. The study recommends to managers to work on improving PEX through improving marketing strategies. Mobile phone operators/companies advocate customer experience in enhancing customer repurchasing and recommendations. The study contributes towards understanding of the role of customer experience in customer behavioural and attitudinal loyalty in mobile m-payment context.  Also, the policymakers should support the provision of m-payment services, cross-product comparison and enhance freedom of choice.

Author Biographies

Pamela Liana

Department of Marketing and Enterprise Management,Moshi Co-operative University

Jan-Erik Jaensson

Department of Marketing, Entrepreneurship and Management, The Open University of Tanzania

Goodluck Mmari

Department of Marketing and Enterprise Management, Moshi Co-operative University