Syariah-based Mobile-payment Super Apps behavioral loyalty in the Muslim population context: The Role of Religiosity

Chandra Suparno

Abstract


This study aims to analyze the relationship between Muslim-customer religiosity and their behavioral loyalties in using syariah-based mobile-payment super apps. This study reveals a significant and positive impact of religiosity on trust, which subsequently affects continuance intention and customer advocacy. The result also reveals the indirect positive relationship between religiosity and continuance intention through the mediating effect of trust. This study offers a new perspective for marketers to predict and develop loyal customers within the syariah-based mobile-payment super apps industry in the Muslim population context.


Keywords: Continuance intention, Mobile-payment Super Apps, Religiosity, Customer-advocacy, Trust

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