A Model of Mobile Payment Usage Among Arab Consumers

International Journal of Bank Marketing
A model of mobile payment usage among Arab consumers

Reem Ramadan, Jawdat Aita,
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Mobile
A model of mobile payment usage payment usage
among Arab consumers among Arab
consumers
Reem Ramadan
Damascus University, Damascus, Syrian Arab Republic, and
Jawdat Aita
Management School, Lancaster University, Lancaster, UK Received 1 May 2017
Revised 31 July 2017
23 September 2017
Abstract 4 October 2017
Accepted 17 October 2017
Purpose – The purpose of this paper is to investigate the impact of perceived satisfaction with mobile
payment applications based on use experience, and subsequent stated expectations on brand loyalty and
future use behavior using a theory-based research integrative model of factors that influence Arabs’
intentions to use mobile payment application(s).
Design/methodology/approach – A conceptual model was developed using the mixed research method
approach. The focus group approach was used for the qualitative study and structural equation modeling for
the quantitative study. Primary data were collected online. Participants were 305 Arab consumers from nine
countries in the Middle East.
Findings – Satisfaction with the quality of mobile payment application(s) increased use experience and
enhanced consumers’ expectations, which in turn positively affected loyalty and purchase intentions.
Research limitations/implications – The study encompassed mobile payment application(s) in nine
countries rather than focusing on one market, or on one product type and business. The paper did not
perform a comparative study between sampled Arab countries, but rather it sees all countries and
respondents just as Arabs.
Practical implications – Service providers should build mobile application(s) based on the features of
usability, availability, reliability, adaptability, accessibility, responsiveness and security.
Originality/value – This study is one of the first studies that empirically examines mobile payment
consumer’s usage behavior from nine countries of the Arab world where there is scarce research on the topic
in the region.
Keywords Brand loyalty, Experience, Expectations, Arabs, Mobile payment applications
Paper type Research paper
1. Introduction
The mobile payment “space” is evolving rapidly (Nielsen, 2016). Mobile payment application(s)
are used nowadays for several types of payments (Kim et al., 2010). Online mobile banking
has been driven by smartphone adoption among consumers where consumers
are using their mobile devices to pay for goods and services. Around the world, over
one-quarter of consumers indicate that they are highly likely to use a mobile-only bank.
In fact, 38 percent of consumers worldwide have purchased a product or service using a
mobile application, 47 percent of consumers have made a transaction on their mobile device
(Nielsen, 2016). In 2017, Samsung electronics will add a cutting-edge mobile payment
method, the Samsung Pay, which will be the first to verify financial payment applications
(Gulf News.com, 2017). This indicates a shift from viewing the use of a mobile device for
browsing and accessing internet-based systems to an application-enabled mobile wallet that
substitutes a check, cash or a card as a payment form (Contini et al., 2011). Nowadays, there is a
shift in focus of mobile service providers from developed countries to developing countries
(Longini and Gâza, 2013). “Emerging markets have set the pace when it comes to mobile
payment adoption and use. In fact, it’s likely that some countries will largely skip over the
traditional payment models centered on bank accounts and credit cards that dominate in
developed markets, and instead will rely almost exclusively on digital tools for managing International Journal of Bank
Marketing
and moving money” (Nielsen, 2016). This is especially true in many of the wealthier countries of © Emerald Publishing Limited
0265-2323
the Arab Middle East, where broadband use is increasing rapidly due to improved mobile DOI 10.1108/IJBM-05-2017-0080
IJBM infrastructure and the rising popularity of smartphones and tablets among Arabs.
The large range of available applications and increasingly commercial models that are linked
to these applications will all lead to further growth of mobile payment (Wansink et al., 2013).
This implies a growth and complexity in the related players such as financial institutions,
retailers and technology giants, in addition to start-ups (Nielsen, 2016). The International
Telecommunication Union estimates that there were 4.9 billion mobile phone subscribers
at the end of 2011 with a global penetration rate of 87 percent. Of that 87 percent, 79 percent
were in the developing world. However, the different services and technologies involved in the
process of mobile payments within the existing differences among stakeholders, suggest that
consumers have different motivations and expectations from them (Au and Kauffman, 2008).
For example, according to the first national competitiveness report of the Syrian economy,
Syria’s position in technological readiness is very much lagging (109/131), with a deteriorating
technological capacity regarding the utilization of modern information technology
(Dimashkiyyah et al., 2007). However, although the demand for smartphones and mobile
commerce in the Arab world outstrip developed countries, extant studies ignored the
developing world (e.g. Amoroso and Watanabe, 2012; Chen, 2008; Kim et al., 2010; Schierz et al.,
2010; Walsh et al., 2008) because the mobile payment market in the Middle East is anticipated to
grow rapidly within the next few years (Grail Research, 2010). “Mobile offerings are
widely becoming a core part of every financial institution’s strategy, but mobile-only banking is
best positioned for growth in developing markets” (Nielsen, 2016). Moreover, in a research
conducted by Eid (2011), findings indicate that the Middle East market is an ideal market
for e-commerce activities among developing countries. Thus, despite the rapid growth of e-
commerce and mobile services, consumers in the Middle East have not completely understood
the mechanism of mobile payments. In addition, they are most likely not willing to use mobile
commerce out of their fear of their personal privacy and financial security being compromised
(Al-Hosni et al., 2010). Reviewing the relevant literature, this paper will build on past studies
(e.g. Choi et al., 2008; Chen, 2008; Dahlberg et al., 2008; Dai and Palvia, 2009; Hu, 2009; Kim et al.,
2010; Lin and Wang, 2006; Mallat, 2007; Taha et al., 2013; Turel and Serenko, 2006; Wang and
Li, 2012; Wang and Lin, 2012; Zhao et al., 2012; Zhou and Lu, 2011; Zhou, 2011) through
addressing customer satisfaction with mobile payment applications, use experience, use
expectations and brand loyalty as antecedents to continuous purchase intentions. The main
reason behind selecting a sample of Arabs from the Middle East is due to the rise of mobile
banking as a new way of doing business in the region, and so far, limited research has
been undertaken on actual users from this region. This research aims to develop and test a
theory-based research integrative model of factors that predict Arabs’ behavioral intentions to
use mobile payment application(s).
The paper has three main contributions. First, from a conceptual perspective, we develop
a model based on relevant theory on consumers’ actual use of mobile payment solutions,
thus, offering avenues for further research. Second, from an empirical perspective, we make
a contribution by testing a model with a sample of Arab consumers in developing countries
which is particularly important due to that prior research on mobile payment has primarily
been conducted with non-Arab samples, and in developed countries. Third, results could
have practical implications for international marketers on how to market such services more
effectively in the Arab region, and to Arab consumers in general, especially within
the dispersion of Arab populations worldwide as a result of the political disruptions in the
Middle East region.
2. Literature review and hypotheses

Mobile payments are tied to the use of mobile devices (e.g. laptops, tablets and mobile
phones). Sullivan (2010) describes mobile applications as software designed to run on a
mobile device. De Bel and Gâza (2011, p.12) define mobile payments as “a transfer of funds
in return for a good or service, where the mobile phone is involved in both the initiation and Mobile
confirmation of the payment.” Mobile payment applications in this study includes all payment usage
goods, services and bills authorized or initiated in a payment process with a mobile among Arab
telecommunications device (Silberer et al., 2002), from a wide range of industries (e.g. IT,
finance, retail, the media), for end users (Dahlberg et al., 2008). consumers
2.1 Customer satisfaction with mobile applications’ quality

Satisfaction reflects the technical level of success of the application system that is
manifested in its overall performance (Lee and Chung, 2009; Lin, 2010; Wang and Li, 2012;
Zhou, 2013). Customer satisfaction in the domain of mobile payment is defined as the
consumer’s overall evaluation of using mobile payment services (Kuo et al., 2009). It serves
as a reference level for consumers to evaluate mobile commerce transaction performance
(Kim et al., 2009). This evaluation results in positive feelings due to the expectation of
fulfillment (Krueger, 2001; Ozment and Morash, 1994; Rust and Oliver, 1994; Yang et al.,
2012). Satisfaction with system application qualities consist of perceived consumer
satisfaction with the core services of mobile payments related to its usability, availability,
reliability, adaptability, accessibility, responsiveness and trust (Cabanillas et al., 2014;
Jiang et al., 2013; Kim et al., 2009; Taha et al., 2013; Wang and Lin, 2012). Response time
and ease of use were found to have a positive effect on customer satisfaction (Thakur,
2014). Moreover, perceived usefulness (Purwanegara et al., 2014; Deb and Lomo-David,
2014), and ease of use were related to forming positive attitudes and use intentions
towards mobile banking (Deb and Lomo-David, 2014). According to a recent global survey
on mobile banking, consumers stated that “Security concerns are highly emotional”
(Nielsen, 2016). Security, trust, reliability, responsiveness and efficiency were factors
found to influence customers’ perception of mobile banking (Singh, 2014). Trust in the
domain of mobile commerce is of vital importance (Misra and Wickamasinghe, 2004). In
mobile commerce literature, the concepts of trust and risk emerged together between the
users and service providers. Efficient and reliable self-service technologies were found to
have a positive trust effect with banks (Menon and O’Connor, 2007). Perceived risk is the
consumer’s perception of a transaction’s uncertainty that provokes adverse consequences
with the seller (Gupta and Kim, 2010). In the mobile payment domain, the perceived risk of
financial loss obstructs its adoption, [and] moreover, reduced risk impacts consumers’
trust with the mobile payment system. If consumers perceive risk in the transaction, it will
affect their trust in the mobile payment system (Dan and Jing, 2011), which in turn will
reduce their intention for future mobile payment use (Chen, 2008; Yang et al., 2012).
Furthermore, studies found that the more consumers have trust in mobile commerce, the
more they form positive attitudes towards it, leading to a significantly higher intention for
its use (Lu et al., 2011). Thus, it is regarded as an antecedent of use behavior (Shin, 2009).
As a result, mobile banking will be adopted if service providers provide satisfying
services to consumers (Lee et al., 2015).
2.2 Customer use experience

Mobile services adoption is influenced by an individual’s experience with the internet
(Ristola, 2010). Studies found that information technology experienced users are more likely
to continue using the technology for the foreseeable future (O’Cass and Fenech, 2003; Smith
and Brynjolfsson, 2001). Past experience with online purchasing lowers the difficulties
encountered with a channel and raises the expected benefits to individuals, [and] thus, they
become more willing to buy products online (O’Cass and Fenech, 2003; Smith and
Brynjolfsson, 2001). Moreover, internet-experienced individuals showed higher levels of
trust in online applications (Sultan, 2002), indicating that the knowledge a consumer gains
over time through experience with a technology will lead to a better assessment of it
IJBM (Ha et al., 2007). One distinctive feature provided by mobile payment that is not available
with any other alternative payment method is the enhancement of the user experience with
every payment transaction (Evans, 2014). Thus, a positive experience will have an effect on
an individual’s current behavior with the product (Fishbein and Ajzen, 1975).
Based on the above propositions, the following hypothesis is proposed:
H1. There is a positive relationship between customer-perceived satisfaction with mobile
payment application(s) qualities and increased customer use experience.
2.3 Customer expectations

The experience-based norm considers that in order for a product or brand to meet the needs
and wants of consumers, it has to be based on a standard dependent upon the real
performance a consumer receives from experiencing a given product or brand (Woodruff
et al., 1983). The expectation norm could be based on the average performance of a group
of similar brands (a product-type norm) that a consumer believes in, referred to as the
“best-brand norm.” The product norm and best-brand norm based on consumers’ previous
experiences were consistently better at explaining variation in satisfaction than other norms
that were based on the prediction of focal brand performance. Research on the influence of
experience on expectations has been acknowledged in the literature, with experience being
the source of the expectation norm derived from the typical performance of a particular
product or brand, also referred to as product norm (e.g. the last purchased product or brand)
(Woodruff et al.,1983). Thus, the specification of experience must be acknowledged as an
antecedent that influences consumer expectations of a product or brand (Ernest et al., 1987).
We propose the following hypothesis:
H2. There is a positive relationship between customer use experience and customer-
perceived expectations of mobile payment application(s).
2.4 Brand loyalty

Brand loyalty is of utmost importance for the service sector (Santouridis and Trivellas, 2010).
Oliver (1997) defines brand loyalty as “a deeply held commitment to re-buy a preferred
product or service consistently in the future despite situational influences and marketing
efforts having potential to cause switching behavior.” Satisfaction with a product or brand
links current consumption with post-purchase events (Siddiqi, 2011) where customer
satisfaction is regarded as an antecedent of brand loyalty (Oliver, 1999). As a result, customer
satisfaction reflects feelings gained from the multiple use of a given product or brand, thus,
leading to continuous purchase behavior (Zhou, 2013). In terms of mobile payment services,
loyalty was found to be an important factor for driving consumer payment choices in the past,
and can play a pivotal role in driving the mobile payment revolution (Epsilon, 2013).
An industry report indicates that “if payment providers can convince consumers to try a
mobile payment product by enticing them with loyalty, then consumers will adopt the mobile
payment moving forward” (Euromonitor International, 2014, p.4). Brand loyalty is influenced
by the quality of the product (Khraim, 2011), and loyalty towards mobile payments is directly
affected by the satisfaction gained from the mobile services (Thakur, 2014).
2.5 Purchase intentions

Purchase intentions describe the probability that customers intend or will be ready to buy a
particular product or service soon. Consequently, an increase in purchase intentions reflect
an increase in the probability of purchasing (Wua et al., 2011). Purchase intention is
comprised of customers’ interest and the likelihood of purchasing a product (Kim and Eunju,
2012). Hellier et al. (2003) define purchase intentions as “consumers’ judgment about
purchasing a product or brand, taking into account their current situation and likely Mobile
circumstances.” Purchase intentions signify what customers believe they will buy, and payment usage
offers a signal of whether customers would acquire a particular brand or product over among Arab
others. In particular, purchase intentions are associated with attitude and preferences
toward a certain brand or product (Kim and Eunju, 2012). Hellier et al. (2003) state that consumers
consumers with positive attitudes will have higher levels of intentions to buy a product. In
terms of mobile payment services, purchase intentions are defined as a combination of
consumers’ interest and the possibility of buying a product via a mobile phone. It expresses
the likelihood that customers will soon be ready to buy a particular product or service
through a mobile phone, and subsequently relate their experiences of using the mobile
payments to friends and relatives (Kim and Eunju, 2012; Kuo et al., 2009; Wua et al., 2011).
According to Morgan and Rego (2006, p. 436) “repurchase intentions are the most widely
used indicator of customer loyalty in firms’ customer feedback systems,” where brand
loyalty reflects a positive attitude based on previous expectations that lead to constant
re-purchasing (Wong, 2003; Wua et al., 2011).
Based on the above, the following two hypotheses are proposed:
H3. There is a positive relationship between customer-perceived expectations with

mobile payment application(s) and customer brand loyalty.
H4. There is a positive relationship between brand loyalty and continuous customer
purchase intentions of mobile payment application(s).
3. Method
To examine the actual use of mobile payment application(s) among Arab consumers from nine
Arab countries in the Middle East, the mixed method of data collection and research approach
is used. For the first phase, the focus group approach was used as a tool for the qualitative
research (Deshpande, 1983) because the problem had not been explored before (Creswell, 2008)
for the aim of providing input for the quantitative phase. Syria was used as a site for the focus
group investigation. For the second phase, a quantitative study was conducted.
3.1 Study context and target population

Past studies acknowledged the effects of mobile services use context (Min et al., 2008). The
use context environment where consumers satisfy their needs is of vital importance
(Dourish, 2004) as different consumers require different benefits from mobile channels
within different contexts (Wendel and Dellaert, 2005). Although Arab countries are regarded
[as] Middle Eastern, not all Middle Eastern countries are Arab. Patai (1983) described the
boundaries of the Arab world “to the north and east, the Arab world borders on the non-
Arab Middle Eastern countries of Turkey, Iran, Afghanistan, and Pakistan; while to the
south, in Africa, the Arab world gradually gives way to the non-Arab Middle Eastern areas
of the Saharan and Sudanic countries” (p. 11). The Arab league countries comprises
22 states including Algeria, Egypt, Libya, Iraq, Jordan, Lebanon, Palestinian Territory,
Syrian Arab Republic, Morocco, Tunisia, Mauritania, Sudan, Comoros, Djibouti, Yemen,
Somalia, Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates
(League of Arab States, 2016). The target population in this research is Arab Middle Eastern
consumers who have downloaded and used retailers’ mobile phone application(s) to pay for
or buy products or services. According to statista.com, the number of mobile payment users
in the Middle East in 2011 was 0.94 million and was expected to grow to 6.02 million users in
2016 (www.statista.com). User spending behavior of web payments in 2014 reflected active
use. The average transaction in Saudi Arabia was 2.88 (USD); the United Arab Emirates
5.25 (USD); Iraq 1.81(USD); Kuwait 3.73 (USD); Egypt 0.62 (USD) (www.fortumo.com).
IJBM In Syria, there are several mobile payment providers such as MTN and Syriatel among
others. Syriatel is one of the major mobile payment application providers. It offers the
“music lovers application” that has twelve thousand users with an average daily use of
600 clients, the “AkrabElik” (closer to you) application has 57,000 users with an average
daily use of 2,100 clients. In September 2016 alone, 400,000 mobile payment clients out of
four million Syriatel clients accessed and used its mobile payment applications.
3.2 Questionnaire development

The primary objective of the focus groups was to generate constructs that would serve as
building blocks for developing a model based on actual Arab users of mobile payment
applications(s). Thus, users were asked broad, open-ended questions (e.g. “What mobile
payment qualities are of your concern?” “Where does your satisfaction with mobile payment
come from?” “What are your expectation(s) from the mobile payment application(s)?” “What
affects your loyalty to a certain mobile payment brand(s)?” “Does the brand name affect your
intentions for the use of the mobile payment application(s)?”). Similar to past studies, [the]
results of focus group indicated that consumers’ satisfaction with the mobile payment system
quality is based on perceptions of application(s) usability, availability, reliability, adaptability,
accessibility and response time (e.g. Lee and Chung, 2009; Lin, 2010 Wang and Li, 2012; Zhou,
2013). Expectations were perceived based on what consumers’ gained from using the mobile
payment application(s). Consumers stated that experience is a key factor for forming
post-purchase attitudes. It enhanced their loyalty towards a certain brand. Furthermore, brand
loyalty was vital for evaluating consumers’ choices of mobile payment application(s) in the
future. Next, using existing measures, a questionnaire was developed based on related
literature on mobile payment. The perceived satisfaction with the mobile payment system
quality construct was developed according to 17 standards (Cabanillas et al., 2014; Chen, 2008;
Jiang et al., 2013; Kim et al., 2009; Kim et al., 2010; Lee and Chung, 2009; Orel and Kara, 2014;
Schierz et al., 2010; Taha et al., 2013; Wang and Lin, 2012; Zhou, 2013). The customer-perceived
expectations construct reflected a reference level to evaluate mobile commerce transaction
performances (Kim et al., 2009) based on what consumers actually felt after using the
application(s). It was measured using three items based on (Yen and Lu, 2008; Kim et al., 2009).
Customer experience was regarded as a post-purchase attitude according to respondents.
Thus, it was developed according to four items (Chen, 2008; Kim et al., 2009; Kim et al., 2010;
Laroche et al., 2012; Laroche et al., 2013; Schierz et al., 2010). Brand loyalty was measured based
(Kim et al., 2001; Nam et al., 2011; Sahin et al., 2011) using 11 items. Behavior intentions to
purchase or use mobile payments was measured by five items based on Hong and Cha (2013);
Kuo et al. (2009); Lu and Su (2009); Sahin et al. (2011); Wang and Li (2012). All measurement
items were adapted to fit the study context and purpose. The measurement items were
formulated as Likert type statements on a five-point scale, ranging from 5 (strongly agree) to 1
(strongly disagree). All measurement items and their sources are in the Table AI. First, items
were translated to Arabic then back translated to check the translation’s validity (Brislin et al.,
2004). To check for consistency in meaning and in the clarity and understandability of all scale
items, and to ensure the reliability and validity of the measurements, a pilot test was conducted
on the questionnaire before its final administration. Mobile payment usage was measured
through self-reporting where consumers were asked to think about their favorite retailers’
mobile application(s) that allows them to buy goods and services and to answer accordingly.
3.3 Data collection and sample characteristics

The second phase used random, convenience and referral sampling. Convenience sampling
is recommended to reduce time and effort, where a researcher can conduct the survey in the
location of the sample (e.g. Arabs in Syria), while referral sampling is considered when the
researcher asks respondents to identify others to take part in the survey (Malhotra, 2010).
Online surveys were also used because they provide easy access to respondents from Mobile
different backgrounds and geographical locations. Moreover, the implementation costs of payment usage
internet surveys are far less expensive than traditional survey methods (Gosling et al., 2004). among Arab
Primary data for the quantitative study were collected using a standardized online
questionnaire designed in Qualtrics. Participants received a link to the survey questionnaire, consumers
and were asked to answer accordingly (Akram et al., 2010). Responses were received over a
twelve-week time frame. To prevent multiple logging, the IP address of each participant was
kept recorded. Participants were informed that the data will be used for scientific research
purposes, [with] no rewards offered in return. Out of the 850 distributed questionnaires,
361 were received, 305 or 36 percent provided full data that were usable for further analysis.
Sample characteristics are in Table I.
4. Data analysis
4.1 Qualitative data
Focus group interviews were analyzed according to the recommended guidelines for theory
construction through qualitative research (Belk et al., 1988). Transcripts of the focus groups
were supplemented with audio and video tapes. The researchers took turns playing the role
of the moderator during the four focus group sessions. While the other researcher acted as
observer and note taker, who would consult each other after each session in order to identify
verify emerging themes based on their interpretations (Belk et al., 1988). During this
process, the moderator would introduce the emerging themes to check if they were
consistent with the respondents’ perceptions. Next, each researcher separately reviewed the
written transcripts and developed a list of constructs and hypotheses. The researchers’ lists
were then triangulated through discussions (Belk et al., 1988). Based on the correlation
between the common themes from responses in the focus groups and insights from existing
theories, five key constructs were identified as predictors of mobile payment use.
Sample (%)
Gender
Male 167 55
Female 138 45
Total 305 100.0
Age (years)
18 and under 31 10.2
19-25 76 24.9
26-35 108 35.4
36-45 57 18.7
46 and over 33 10.8
Total 305 100.0
Country
KSA 76 24.91
UAE 33 10.81
Qatar 21 6.9
Jordan 20 6.56
Bahrain 10 3.28
Lebanon 30 9.83
Kuwait 18 5.90
Egypt 21 6.9
Syria 76 24.91 Table I.
Total 305 100.0 Sample characteristics
IJBM 4.2 Quantitative data
The quantitative approach was chosen in order to analyze the proposed constructs from the
first phase. A proposed mobile payment application(s) use model among Arab consumers
MPAUM-AC research model was empirically tested. Using the Statistical Package for Social
Sciences, an exploratory factor analysis (EFA) was conducted using maximum likelihood with
promax rotation on the 40 items of the scale in order to determine unique variance among
items, and to see if the observed variables loaded together as expected, were adequately
correlated, and met the criteria of reliability and validity (Table II). Maximum Likelihood also
Factor
loadings α
Factor 1: System Quality (SQ) 0.892

The app makes it easy for me to conduct transactions efficiently 0.963
I am glad that the app has easy transaction processing 0.893
For me, the app has adequate features to conduct transactions efficiently 0.887
I enjoy using the app because it is stable 0.869
I am satisfied with the transaction processing of the app 0.743
I am happy with the mechanism of this app because it is clear and understandable 0.731
I feel satisfied after using the app because it does not require a lot of mental effort to use 0.683
I feel it in control when using the app 0.665
I feel satisfied of using the app because I am able to complete my purchases
without difficulty 0.639
I feel satisfied of using the app as it keeps transactions error-free 0.527
Factor 2: Brand Loyalty (BL) 0.886
I consider this as my first choice in this category 0.864
I will continue to be a loyal customer for this brand 0.847
The next time I need that product, I will buy the same mobile app brand 0.845
I am willing to pay more for this mobile app brand 0.824
I consider myself to be loyal to this mobile app brand 0.767
I say positive things about this mobile app brand to other people 0.757
I intend to recommend this mobile app brand to other people 0.723
Factor 3: system security (SS) 0.923
I believe that the app has sufficient security controls to maintain my data confidentiality 0.951
I feel that the app has adequate privacy protection 0.935
The app’s payment service is secure enough for me to conduct my transactions 0.926
I feel that the app has adequate security features 0.896
I feel satisfied of using the app because I have no privacy concerns over my
personal information 0.892
I feel satisfied of using the app because a clear privacy policy is stated 0.756
The app seems secured for carrying out transactions 0.743
Factor 4: Customer Experience (CEx) 0.882
I believe that using the app enhances my effectiveness with using the app 0.898
I believe that using the app improves my productivity every time 0.871
I believe that the more I use the app the more I become experienced with it 0.717
I am happy with the app because I have become skillful at using it 0.456
Factor 5: purchase intentions (PI) 0.910
I intend to continue purchasing using mobile phone apps 0.820
I intend to continue using apps than any other ways of purchasing online 0.811
If there is a product that I want to buy, I will use the app 0.788
I intend to keep using mobile apps for future purchase 0.631
It is likely that I will transact using mobile apps in the near future 0.563
Factor 6: customer expectations (CEp) 0.890
Table II. The payment function of the app was better than what I expected 0.743
Exploratory factor My experience of using mobile payment app was better than what I expected 0.672
analysis (EFA) results The mobile payment services meet my expectations 0.643
provides a goodness-of-fit test for the factor solution and it is superior to other estimation Mobile
techniques (Kelloway, 1998). The non-constrained factor solution was chosen with eigenvalues payment usage
greater than one. Results of the EFA indicated a six factor solution instead of five, as was among Arab
originally proposed. Satisfaction with mobile payment applications qualities were factored
into two constructs that loaded into two separate factors: the satisfaction with the quality of consumers
the system; and the satisfaction with the security and trust. One item from the system quality
and four items from perceived brand loyalty had poor loadings o0.30, and thus were
excluded from further analysis (Table AI). The KMO and Bartlett’s test for sampling
adequacy was significant 0.937, po0.001, and the communalities for each variable were
sufficiently high (all above 0.500), thus indicating that the variables were adequately
correlated for a factor analysis. The six factors demonstrated sufficient convergent validity as
their loadings were all above the recommended minimum threshold of 0.350 (Hair et al., 1995).
The factors also demonstrated sufficient discriminant validity, as the correlation matrix
demonstrates no correlation above 0.700, and there were no problematic cross-loadings. The
six factors explained 72.724 percent of the variance. Next, in order to make use of structural
equation modeling (SEM) using AMOS 20.0 software, a two-stage process was followed. In the
first stage, a confirmatory factor analysis was run to achieve a measurement model on the
whole set of constructs. Results confirmed the six study-factor solution from the EFA.
Goodness-of-fit indices of the measurement model are in Table III. In the second stage, a
structural model was specified to fit the data for testing the proposed relationships.
Modification indices were consulted to determine if there was an opportunity to improve the
model. Accordingly, five error terms were co-varied to achieve a better goodness-of-fit
(davidakenny.net, re-specification of latent variable models) [in] Figure 1. Common method
bias was checked and results indicated that there were no bias. In addition, all the indices of
the appropriateness of the solution and goodness-of-fit of the hybrid structural model
exceeded the commonly accepted levels. The goodness-of-fit indices of the structural
model are in Table III.
The average variance explained (AVE) of the resulting structural model is above 0.50 for all
factors, thus, indicating convergent validity. To test for discriminant validity, the square
root of the AVE on the diagonal to all inter-factor correlations was compared. All factors
demonstrated adequate discriminant validity because the diagonal values are greater than
the correlations. The composite reliability (CR) for each factor was also computed. In all
cases the CR was above the minimum threshold of 0.80, thus, further indicating high
validity and reliability for each of the six constructs in Table IV. The Cronbach’s α for each
construct also indicated high reliability as shown in Table II.
5. Results
The standardized solution of SEM analysis in Figure 1 indicates the strength of the
relationship effects between the constructs. For H1, results indicate a significant positive
effect of satisfaction with mobile payments applications qualities on customer use
experience (SQ → CEx: β ¼ 0.70; p ⩽ 0.001), and an effect of perceived system security on
Fit index Measurement model Structural model Recommended criteria
CMIN/DF 2.003 2.171 Between 1 and 5

CFI 0.950 0.953 W0.950
RMSEA 0.032 0.072 o0.60 Table III.
PCLOSE 0.300 0.191 W0.050 Measurement model &
SRMR 0.081 0.019 o0.090 Structural model
Note: n ¼ 305 goodness-of-fit indices
IJBM
Figure 1.
Standardized
estimates of the
mobile payment
applications use
model among
Arab consumers
(MPAUM-AC)
CR AVE MSV ASV BI SQ BL SS CEx CEp
Table IV. BI 0.944 0.771 0.654 0.409 0.878

Composite reliability, SQ 0.945 0.633 0.629 0.431 0.688 0.796
convergent validity, BL 0.930 0.655 0.654 0.309 0.809 0.560 0.809
discriminant validity, SS 0.962 0.783 0.341 0.164 0.255 0.426 0.182 0.885
and inter-construct CEx 0.920 0.699 0.593 0.414 0.663 0.747 0.529 0.445 0.836
correlations CEp 0.926 0.807 0.629 0.448 0.643 0.793 0.515 0.584 0.770 0.898
increased customer use experience with mobile payments applications (SS → CEx: β ¼ 0.18;
p ⩽ 0.001), thus, H1 is supported. The structural link from experience with payments
applications to the expectations from using mobile payment applications is strong,
positive and significant (CEx → CEp: β ¼ 0.80; p ⩽ 0.001), thus, supporting H2. In addition,
the relationship proposed in H3 is confirmed; that is perceived customer expectations of
mobile payment affected customer brand loyalty with mobile payment applications
(CEp → BL: β ¼ 0.41; p ⩽ 0.001). Similarly, as hypothesized in H4 regarding future purchase
intentions of mobile payment, we found a strong positive and significant link with brand
loyalty towards continuous customer purchase intentions of mobile payment applications
(BL → PI: β ¼ 0.84; p ⩽ 0.001), as seen in Figure 1.
6. Discussion, implications and recommendations

This study aimed to empirically examine the determinants of mobile payment application(s)
use intention among consumers in the Arab world where mobile payment application has
not reached the desired level of use and there is scarce research on the topic in the region.
Based on our determination of the factors that influence mobile payment use behavior, Mobile
results entail scientific implications for future research, and practical implications for payment usage
practitioners and international marketers for the successful diffusion of mobile payments among Arab
among Arab countries in the Middle East Region. The results obtained from the mobile
payment application(s) use model among Arab consumers MPAUM-AC shows that the consumers
model has a great explanatory capacity. Consumers’ intentions to use mobile payment
application(s) was influenced by perceptions of satisfaction with the quality, reliability and
trustworthiness of mobile payment application(s) similar to past studies (Lu et al., 2011;
Mallat, 2007; Zhou, 2013). Security, trust, reliability, responsiveness and efficiency were
factors found to influence consumer perceptions of mobile banking (Singh, 2014).
Satisfaction with system quality can be explained by technology acceptance theories.
Studies found a strong positive influence of the performance expectancy of an innovation on
behavior intentions (Casey and Wilson-Evered, 2012; Chou et al., 2010; Venkatesh et al., 2003;
Zhou et al., 2010). According to Mathew et al. (2014), usefulness and facilitating conditions
were vital predictors that differentiated users of mobile banking from non-users. Facilitating
conditions in technology acceptance theories refer to “the degree an individual believes that
an organizational and technical infrastructure exists to support the use of the system”
(Venkatesh et al., 2003, p. 453). Facilitating conditions have a strong effect on current use
behavior, and are of utmost importance in predicting future use intentions (Venkatesh et al.,
2003). These results can also be explained according to the innovation diffusion theory (IDT)
by Moore and Benbasat (1991) where individuals’ perceptions of the relative advantage of
an innovation compared to its precursor affects the adoption of an innovation. Moreover, the
social cognitive theory by (Compeau and Higgins, 1995; Compeau et al., 1999) relate
individuals’ perceptions of outcome expectations to the level of efficiency and effectiveness
individuals’ gain as a result of using a certain technology. Similarly, the perceived ease of
use construct in the (TAM/TAM2) theory relates individuals’ perceptions of lack of effort
when using a specific system with future use intentions (Davis, 1989). Response time and
easy navigation [also] have a positive effect on customer satisfaction (Thakur, 2014).
Moreover, 44 percent of global respondents, or four in ten stated that they would try mobile
payments if they perceived it to be faster than traditional payment methods (Nielsen, 2016).
In addition, according to the PC utilization model (MPCU) by (Thompson et al., 1991), and
the IDT by Moore and Benbasat (1991), individuals’ perceptions of the degree of the
difficulty of the system affects behavior intentions. Perceived usefulness and ease of use
formed positive attitudes towards mobile banking (Deb and Lomo-David, 2014) affecting use
intentions towards mobile banking (Purwanegara et al., 2014). Therefore, service providers
should focus on keeping transactions error-free, stable and easy to use (e.g. clear and
understandable processes), and improve methods to speed up the mobile payment
process as it is critical in driving its adoption (Nielsen, 2016). Thus, mobile banking will be
adopted if service providers provide user friendly and satisfying services to consumers
(Lee et al., 2015).
Consumers’ intentions in this study could also be a result of the demographic
composition of the study sample where (70 percent) of respondents were under the age of
thirty five. Studies found digital natives, who interacted with digital technology at an early
age are more receptive to the use of technology in their daily lives (Thompson, 2013).
Because younger consumers are more technologically savvy, they would find mobile
banking more useful compared to seniors (Goh et al., 2014). “Millennials (21-34 years) lead
the way when it comes to mobile banking. Generation Z (15-20 years) followed closely
behind” (Nielsen, 2016).
Satisfaction with trust in mobile application(s) was of vital importance compared to other
quality features in this study because it loaded on a separate factor. This can be explained
based on past studies that found trust affects consumers’ subsequent behavior and
IJBM intentions to use mobile applications (Arvidsson, 2014; Dahlberg et al., 2008). In an industry
report conducted by Euromonitor International (2014), lack of trust on the part of consumers
towards mobile payment applications [occurs] when the security and privacy safeguards
provided by the applications do not meet consumer expectations was among consumers’
concerns. Moreover, according to a Nielsen survey (2016), security was found to be a critical
barrier to mobile banking success worldwide. Although “Mobile-banking services have
incorporated many features to protect customers’ financial information, the threat of hacks
and data breaches is real, and many consumers have a general uneasiness about sharing
personal information digitally, in fact, 53 percent of global respondents who indicated that
they are not likely to adopt mobile-banking activities was related to security concerns”
(Nielsen, 2016). Similarly, security concerns related to hackers and fraud were the major
factors for non-adoption of mobile banking among Chinese consumers (Lee et al., 2015).
Thus, retailers and financial service providers should enhance features related to security in
order to encourage consumers to adopt mobile applications or payments through building
trust especially where enhanced security features are the most important incentives for
respondents of all ages (Nielsen, 2016). In addition, service providers should increase trust in
securing transactions through adequate privacy protection and data confidentiality in order
to increase consumers’ purchase intentions. Consumers formed their expectations based on
their own past experiences (Zeithaml et al., 1993) with mobile payments. similar to a study
where individuals with previous experiences, motivated by higher expected benefits, were
more likely to buy products online (Dholakia and Uusitalo, 2002) as it reduces the associated
risk regarding the payment system due to that uncertainty and any other negative
consequences pertaining to the purchase system are minimized. Therefore, the more
experienced users are with mobile payments, the more [likely] they [will] become continuous
users of such applications. Thus, user experience is the most important variable in mobile
payment consumer behavior (Cabanillas et al., 2014). Accordingly, service providers should
pay special care to retaining consumers in order to enhance their experience. This result can
also explain the variation in consumers’ satisfaction with the quality of the system where
[the] product norm is based on previous experiences. Therefore, system quality can be used
as a competitive advantage through capitalizing on opportunities for continuous product
development by consistently exceeding the expected product norm. Companies are
recommended to position their mobile payment applications along quality features of
usability, availability, reliability, adaptability, accessibility, responsiveness, and security in
order to gain a bigger market share. In a study on Syrian consumers, brand names formed
reflections of product quality (Ramadan, 2016). Thus, international marketers could deliver
product quality messages to consumers through the strength of a brand name. In addition,
companies are recommended to present product quality features more clearly. One way of
doing this is through building upon cultural values. For example, the Arab culture is
characterized as high in power distance (Hofstede, 2001). Individuals of such cultures
depend on power figures and prefer to get feedback and clear guidance from them.
Therefore, marketers could utilize opinion leaders as a means of conveying value to
consumers when quality assessment is difficult. Quality is an important factor that can urge
consumers to use mobile payment application(s) which in turn will increase use experience.
Results indicated that the quality features had a significant effect on brand loyalty and
purchase intentions. This finding is consistent with a study conducted by Hu (2009), which
found that service quality positively affects brand loyalty. In addition, loyalty towards
mobile payments was directly affected by the satisfaction gained from the mobile services,
similar to a study by (Thakur, 2014), and to previous studies that found customer
satisfaction with mobile payment services affects brand loyalty and purchase intentions
(e.g. Chen, 2008; Choi et al., 2008; Dai and Palvia, 2009; Hu, 2009; Lin and Wang, 2006; Taha
et al., 2013; Turel and Serenko, 2006; Wang and Li, 2012; Wang and Lin, 2012; Zhou, 2013;
Zhou and Lu, 2011; Zhao et al., 2012). Brand loyalty was found to be an important factor for Mobile
driving consumer payment choice in the past and can play a pivotal role in driving the payment usage
mobile payment revolution (Epsilon, 2013). An industry report by Euromonitor among Arab
International (2014, p. 4) asserts the importance of brand loyalty in enticing consumers to
repeat the purchase by using the mobile payment application(s). Thus, developing consumers
incentives, such as loyalty programs or rewards might accelerate its adoption. In all,
44 percent of global respondents stated that they would try mobile payments if they
received rewards (Nielsen, 2016). For example, [the] “Starbucks mobile application” has
achieved outstanding results in less than a year, processing 26 million transactions via its
mobile payment application. The major reason behind its success was through integrating it
with “Starbucks loyalty program,” which provided committed customers with a motive to
attempt to utilize the new mobile application through convenient service and automatic
loyalty rewards (Evans, 2014). This indicates that loyalty programs could be used as an
effective incentive to influence consumers towards the use of mobile payment application(s).
User language is another important issue. If users do not understand English enough to
navigate the payment window, they will most likely be unable to use it. Arabic is written
from right to left and should therefore be presented as such for Arab users. Customers’
expectations were found to be an important factor for continuous mobile payment use.
Thus, managers need to pay attention to fulfilling their company’s promises and making
them consistent with the deliverable service, and to design a relationship service system in
order to periodically measure customers’ expectations for detecting service quality gaps.
Service providers should live up to their clients’ expectations through communicating with
their customers on [a] regular basis in order to listen to their clients’ expectations and
concerns through customer relationships, and personalized communications.
As a result, marketers should recognize that mobile payment is not exclusively
concerned with payments, [but] rather about creating more loyalty through the usage of a
very trusted, personal marketing channel that is useful and gives competitive advantage
over other means, in addition to providing a platform that urges consumers to get engaged
in a very simple and easy way (Epsilon, 2013). In addition, service providers of Mobile
payment application(s) should strive to improve security procedures especially those
concerning privacy protection which, in turn, could enhance customers’ use experience and
trust and would hence reflect positively on their loyalty towards brands, and thereby
encourage the re-use of the application for repeat payments and purchasing operations.
7. Limitations
Focus group participants were limited to the Syrian use experience with mobile payment
applications which might differ along other experiences and applications in other Arab
countries and consumer segments. In addition, the study used the self-reporting method,
which could have limitations related to possible social desirability effects. The data
collection method did not allow us to verify the demographic responses of participants,
especially for females, who are reluctant to reveal their sex on the internet for reasons
related to privacy and social pressure (Mazman and Usluel, 2011). Further studies should
explore how demographic variables, such as age and gender, could influence individuals’
intentions to use mobile applications. The study encompassed mobile payment applications
in nine countries rather than having a comprehensive focus on one market, product type, or
business. In addition, the paper did not perform a comparative study between sampled Arab
countries, but rather it sees all countries and respondents just as Arabs. It could be helpful
to explore the model in the future on a country and product specific basis, and to perform a
comparative study between Arab countries and users. In addition, the study reveals no
information about mobile payment applications that were considered inadequate or
unsuitable and were rejected.
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Appendix Mobile
payment usage
among Arab
Measurement items consumers
Construct Items Reference
Perceived I feel satisfied of using the app as it keeps transactions Ganguli and Roy (2011), Wang
satisfaction with error-free and Lin (2012), Jiang et al. (2013)
mobile payment I feel satisfied of using the app because I am able to Cabanillas et al. (2014), Taha
system quality complete my purchases without difficulty et al. (2013), Yen and Lu (2008),
I am happy with the mechanism of this app because it is Kim et al. (2009), Zhou (2013),
clear and understandable Kim et al. (2010), Schierz et al.
I feel satisfied after using the app because it does not (2010), Wang and Liao (2007),
require a lot of mental effort to use Orel and Kara (2014), Lee and
I enjoy using the app because it is stable Chung (2009), Chen (2008), Yen
For me, the app has adequate features to conduct and Lu (2008)
transactions efficiently
The app makes it easy for me to conduct transactions

efficiently
I feel it in control when using the app
I am glad that the app has easy transaction processing
I am satisfied with the transaction processing of the app
The app provides me with accurate information
The app seems secured for carrying out transactions
I feel that the app has adequate privacy protection
I feel satisfied of using the app because I have no
privacy concerns over my personal information
I feel satisfied of using the app because a clear privacy
policy is stated
The app’s payment service is secure enough for me to
conduct my transactions
I believe that the app has sufficient security controls to
maintain my data confidentiality
I feel that the app has adequate security features
Perceived The payment function of the app was better than Yen and Lu (2008), Kim et al.
expectations what I expected (2009)
The mobile payment services meet my expectations
My experience of using mobile payment app was better
than what I expected
Perceived I believe that the more I use the app the more I become Chen (2008), Kim et al. (2009),
experience experienced with it Kim et al. (2010), Schierz et al.
I believe that using the app enhances my effectiveness (2010)
with using the app
I believe that using the app improves my productivity
every time
I am happy with the app because I have become skillful Table AI.
at using it Please think about
Perceived brand I will not switch to other brands immediately if I Nam et al. (2011), Sahin et al. your favorite retailers’
loyalty experience a problem with this brand (2011), Laroche et al. (2013) mobile phone
I would encourage friends and relatives to buy this brand Laroche et al. (2012), Kim et al. app – an app that
I consider this as my first choice in this category (2001) allows you to buy
The next time I need that product, I will buy the goods and services,
same brand and indicate the
I will continue to be a loyal customer for this brand extent to which you
agree or disagree
with the following
(continued ) statements
IJBM Measurement items
Construct Items Reference
I say positive things about this mobile app brand to

other people
I recommend this mobile app brand to someone who
seeks my advice
I intend to recommend this mobile app brand to other
people
I am willing to pay more for this mobile app brand
I will continue to use this mobile app brand in spite of
competitors’ deals
I consider myself to be loyal to this mobile app brand
Behavior I intend to continue purchasing using mobile phone Sahin et al. (2011), Wang and Li
intention to use apps (2012), Hong and Cha (2013),
mobile payment I intend to continue using apps than any other ways of Kuo et al. (2009), Lu and Su
services purchasing online (2009)
If there is a product that I want to buy, I will use the

mobile app
I intend to keep using mobile apps for future purchase
It is likely that I will transact using mobile apps in the
near future
Table AI. Note: Items that had low loadings and were omitted from further analysis are in italics
Corresponding author
Reem Ramadan can be contacted at: reem.ramadan@gmail.com
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2. Literature review and hypotheses

2.1 Customer satisfaction with mobile applications’ quality

2.2 Customer use experience

2.3 Customer expectations

2.4 Brand loyalty

2.5 Purchase intentions

H3. There is a positive relationship between customer-perceived expectations with

3.1 Study context and target population

3.2 Questionnaire development

3.3 Data collection and sample characteristics

Factor 1: System Quality (SQ) 0.892

Fit index Measurement model Structural model Recommended criteria

CMIN/DF 2.003 2.171 Between 1 and 5

CR AVE MSV ASV BI SQ BL SS CEx CEp

Table IV. BI 0.944 0.771 0.654 0.409 0.878

6. Discussion, implications and recommendations

Applications, Vol. 7 No. 2, pp. 141-164, doi: 10.1016/j.elerap.2006.12.004.

dissertation, Department of Marketing, University of Oulu.

perspective”, Internet Research, Vol. 22 No. 2, pp. 142-179.

The app makes it easy for me to conduct transactions

I say positive things about this mobile app brand to

If there is a product that I want to buy, I will use the

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