PAMANTASAN NG LUNGOD NG VALENZUELA

College of Business Administration

Cashless Society: Assessing The Impact of G-cash Application

as Modern Bank System in Valenzuela City

(TITLE)

MEMBERS:

Doliente, Ma. Elissa

Magalong, Jeremy Glen

Manlapig, Luis Yeshua

Tulagan, John Loyd

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INTRODUCTION

Technological advancement, nowadays, boosts the demand side of new online payment

methods to be accessible to large groups of consumers making the need for cashless transactions

become relevant and popularized (Endo, 2020). This becomes a gateway for G-cash to flourish

and effectively dominate the entire economy and overpower other traditional payment methods

making G-cash a top selection. Additionally, the transcendence in the usage of digital wallets has

become popular and embedded as a necessity, demonstrating how reliable G-cash is, a safer and

easier tool to use for Filipino purchases.

The G-cash wallet was created by Globe Telecom Company and serves as a bridge for

people who live apart. The platform aims to provide its users the ability to send and receive cash,

engage in digital transactions, and enable seamless payments using their smartphones (Caballes,

Ramilo, Suyat, & Daganas, 2023). With the help of the G-cash application, it gradually resolves

the issues faced by Filipinos and turns this into an opportunity to bring everyone closer together.

This has been created and become an essential part of the digital economy, making transactions

accessible, fast, and easy.

In previous years, the COVID-19 outbreak has brought changes in the whole economy

including the payment methods to change and adapt to this new normal. The pandemic has also

elevated the usage of online payments and boosted the industry towards deeper collaboration and

innovation (Khando, 2022). This made G-cash as frequently used by Filipinos when purchasing,

especially online, resulting in the application being the most popular as it provides an excellent

experience that makes their users continuously use the application.

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The traditional payment methods, which require physical and personal interaction, are no

longer effective, and achievable, whereas transactions have changed into a less contact approach

(Shinozaki and Rao 2021). This made choosing a bank that matches your needs a challenging

endeavor since there are newly added factors that a person might need to consider that can

influence their preferred choice. Furthermore, users show that G-cash made it much easier to

make transactions rather than using cash in hand.

Financial innovation is a combination of modern technology and new services aimed at

improving efficiency, accessibility, and profitability within the financial industry and is

commonly referred to as "fintech," a word that means both financial and technology integration

(Gusfei & Pradana, 2022). The application’s objective is to meet market demands and become

one of the most trusted and used tools in terms of convenience, security, and accessibility.

Additionally, the adoption of digital platforms by enterprises is expected to continue in the “new

economy” post-COVID-19 in anticipation of sustained increases in consumer reliance on digital

payment (BSP 2020). Overall, G-cash as an online payment system enables its users to make

payments through their smartphones or other devices for online purchases and other transactions

and has been created so that everyone can have access to purchasing, saving, and transferring

money online with lower transaction fees, safely and conveniently.

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Background of the Study

The online survey states that it is becoming more popular and timelier to use digital

wallets in making transactions—as it has shown a huge impact during the COVID-19 pandemic

and the technology adoption in the country of the Philippines (Guo et al. 2020). The G-cash

application started way back in 2004 but only become popular in recent years. This is because

Filipinos have only adapted to this kind of payment method during the outbreak of coronavirus

since they are trying to avoid contact and slow down the rapid spread of the virus.

In the year 2008, after the Global Financial Crisis, new payment systems emerged,

often built on innovative technologies like blockchain. Bitcoin's introduction played a key role

in driving decentralized systems and advancing distributed ledger technology. This led to many

technology providers entering the financial services sector to capitalize on these developments.

(Awrey and van Zwieten, 2019; Cornelli et al., 2020). This included the G-cash application, built

to challenge Globe Company’s competitor in transferring money service, SMART Padala. This is

intended to operate in the same manner but only through the use of mobile devices.

The G-cash application provides tons of rewards and promo codes to attract the audience

to use its service. However, this application did not get enough attention from people back then

as it was complicated and hard to use at that time. It requires a lot of personal information that

some people are not willing to give and have a doubt that this application may not work for

them. In previous years, the G-cash application, like many other digital payment platforms, was

in the midst of a period of significant growth and development in the Philippines, the adjustment

to the digitalized economy.

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This digital wallet has made significant improvements to its systems to enhance user

experience, security, and accessibility. These include several maintenances to the application’s

interface, the introduction of new procedures, and the optimization of the transaction process.

The application G-cash has continued to expand Its selection of services beyond basic mobile

money transfers to online shopping, paying bills, transportation fares, investments, and more. G-

cash formed a partnership with various merchants, retailers, and service providers to make its

platform more versatile and widely accepted.

These granted its users to make payments at physical stores, online merchants, and other

ways of using their G-cash wallets. G-cash also conducted promotional campaigns and

marketing programs to increase brand awareness and encourage people to use its platform. This

included advertising campaigns, special promotions, and rewards for users when they are signing

up and using the application in some transactions.

Keeping our customers satisfied has remained the primary objective for business

organizations, as it is believed to impact both customer loyalty and a company's market position.

Given the changes in behavioral patterns, the crucial factors of convenience and efficiency play a

vital role in attaining elevated levels of customer satisfaction (Agarwal, Malik, & Gautam,

2023). But how exactly did G-cash attract people to switch from traditional payment methods to

online cashless basis? What made people choose this application? How did this online

application make people trust their service—storing their money online for personal use? Most

importantly, how did G-cash help to fix the underlying issues in financial stability and change

society by going cashless? This is what the study aims to find out.
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The methods by which Filipinos are used in transactions for goods and services have

undergone a significant evolution. This progress from bartering and the use of gold bits and rings

in the pre-Hispanic era to the arrival of coins, paper currency, and the recent use in transmission

of data through electronic channels (Susilo, & Dizon, 2023). The rise of digitalization shows a

profound shift in the way transactions are conducted and information is exchanged. As

technology progresses, digital alternatives are rapidly replacing the traditional methods of

payment. This shift has been facilitated by the adoption of smartphones, the internet, and other

digital technologies, which have made it easier for individuals and businesses to engage in

commerce online (Reyes, J. M., et al., 2021).

During this time, the G-cash application still faces a lot of difficulties trying to create a

solution to lower the rate of chances for people to switch to alternative methods. These problems

include the long days of verification, limited to a few bank transactions, and slow customer

service. However, despite all this, G-cash has been able to fix the huge underlying issue in the

lives of Filipinos which is financial instability. The application has helped Filipinos, especially

the younger generations, to be able to provide for themselves, even small, a sum of money that

can be used for their necessities.

This research aims to determine the impact of the G-cash application as a digital wallet as

a new way of payment method that can be used in terms of purchasing, saving, and transferring

money and even how this application helps younger and future generations to aid their financial

independence through the use of mobile application. Since the pandemic it has given rise to

digital platforms like G-cash, as an online wallet, making it transgress in the market and resulting

to be a popular application used by many Filipinos for saving their time and lives.
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Statement of the Problem

1. How does the amount of money that a person has influence their decision-making in choosing

their preferred banks?

2. How was G-cash able to lower the frequency rate of Filipinos who are having trouble to

getting a bank?

3. What is the percentage of individuals who still choose ATM cards as their preference in

saving, paying, and transferring money?

4. How does switching from a traditional way to an online cashless basis affect Filipino’s

average spending spree?

5. During the previous pandemic, how did G-cash help lower the rate of Filipinos getting

infected with the virus through a contactless approach?

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CHAPTER II

REVIEW OF RELATED LITERATURE

Digital Wallet

According to Moreno, et al, (2022), their study has shown digital wallets to have

significantly contributed to enhancing safety procedures and have made a massive impact on

businesses operating within the online industry. This is because, unlike traditional payment

methods, e-wallets have provided convenience and less time consumption when making online

transactions. However, conducting business exclusively online may raise concerns among its

users compared to traditional methods since during the COVID-19 pandemic, adapting to the

new transition to digital platforms and building consumer trust has become important for

attracting and retaining customers. Additionally, mobile phone users express their opinions and

suggestions regarding the security of mobile payment transactions.

The study of Sanchez & Tanpoco (2023) shows that in previous years, financial services

in the Philippines have gradually shifted from traditional methods, cash, and ATM cards to

digital payments. The introduction of Globe Telecom's new service application G-Cash in 2004

was made for TM and Globe subscribers to use for cashless transactions. They were the early

adopters of Financial Technology (FinTech) in the Philippines, promoting the integration of

mobile wallets into the economy. With this, the pursuit of digital financial inclusion addresses

sustainability by utilizing technology and encouraging paperless transactions. However, during

that time, the application was only limited and accessible to Globe and TM network subscribers.

This caused the application to not get enough attention as it lacked access to other networks.
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The study of Pelegrin, (2021) states that Brooking’s analysis year 2016, shows that the

Philippines is one of the countries that achieve economic growth in digital wallets and financial

inclusion. Online transactions can be made through the use of a smartphone or any other wireless

device that is capable of exchanging goods, services, or information. However, there are some

issues in security that customers are concerned about, especially when doing a financial

transaction. These issues have created distrust from users when service providers are

incapacitated to create solutions to resolve the problem in service connections and service

interruptions while doing mobile payments.

According to Cacas, Diangson, & Olita, (2022), the changes in transactions from

traditional to cashless methods have provided Filipinos accessibility and convenience which

enables them to effortlessly conduct financial transactions by only using their mobile devices.

Now, they found that users are more likely to make transactions using digital wallets rather than

the traditional payment method, as they find it less time-consuming and easier to use. The G-cash

application also helps people maintain their health and safety through contactless transactions.

Additionally, due to the fast growth of mobile wallets, users are now becoming more selective in

choosing digital service providers. This has also led to an increased perception of risk, becoming

a crucial element affecting the adoption of mobile wallets.

The study of Susilo & Dizon 2023, shows that our lives changed into fast-paced scenarios

due to the COVID-19 pandemic, and it led to significant societal changes. The COVID-19

pandemic has made consumers switch to virtual services to prevent contamination and maintain

physical distance. This brought an increasing demand for contactless transactions and with the

increasing popularity of online shopping and digital services, this trend has elevated mobile
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wallets from a mere convenience to a vital necessity. At present time, platforms such as G-Cash

provide a diverse array of services encompassing money transfer, bill settlement, and e-

commerce, as well as financial offerings such as savings and investing options. Additionally, the

transition from mobile banking and credit card services to mobile wallets such as G-Cash will

continue in the future. Overall, with numerous service offerings, smartphone penetration, and

internet accessibility, a larger size of the population will engage in the use of digital payments.

In the study of (Ortiz, Pilapil, & Purugganan, 2023), digital wallets, also known as e-

wallets, are applications used in financial transactions that operate with the use of mobile

devices. This technology is recognized for enabling social distancing and contactless transactions

for personal, business, or governmental needs. However, this payment system is yet emerging

and progressing, drawbacks are experienced by people using it. Even though the pandemic has

prompted people to utilize e-wallets, fraud, and cybersecurity issues have struggled to prevent

users from trusting them. Furthermore, the Philippines continues to face challenges with internet

connectivity, including limited access, slow speeds, and affordability, which impedes the usage

of the application.

As revealed in the study of Eldonmity et al. (2020), it has been determined that increasing

the rate of financial inclusion in a digital method is the key to the economic development of any

country. With that, these new payment solutions traditional banks are being threatened from

removing their existence. Additionally, since Filipinos are capable of fast adaptation to modern

technologies, most of the citizens are comfortable using smartphones for various tasks, including

online banking and payments. The widespread use of smartphones among Filipinos has gradually

allowed them to effortlessly connect with digital banking channels.

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The research study of Acopiado, I. M. A., et. Al, (2022), shows that the adult population

in the Philippines way back in 2019 was in the unbanked sector. It stated that insufficient funds

and documentation requirements serve as reasons for not having an account. Some of them keep

their savings at home and some do not have any savings. Also, a large portion of the population

tends to borrow money through informal channels. It is proposed that some factors such as

cultural influences serve as obstacles preventing Filipino consumers from accessing banking

services. As a result, individuals with low income and in impoverished communities are

constrained in their ability to enhance their earning activities. In the present time, digital

payments allow individuals to change financial inclusion and access to financial services in the

Philippines. This makes unbanked and underbanked groups to join in the formal economy and

receive financial services

According to Reyes, R. (2023), it is crucial to understand the exposure to risks in data

privacy and security that users may face while using mobile payment. This may result in

diminishing consumers' reliance on mobile payment methods if they are dissatisfied with the

transaction’s security and privacy protection capabilities. Security and privacy concerns are

significant reasons for the slow rise of consumer adoption of mobile commerce. Before that,

research has defined privacy risk as the possibility that personal information may be harmed. The

enhancement to the mobile wallet system may, somehow, establish consumer connections in the

future. Then, countries that use mobile wallets as a payment mechanism must put guidelines to

prevent loopholes from being abused and ensure that the system is safe to use. Additionally, this

could benefit both consumers and businesses due to its convenience, security, simplicity in

managing transactions, and improvement in monitoring and enhancing customer experience.

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In the research of Reyes, J. M. D. et, al. (2021), depending on the preferences of the

consumers, providing programs and rewards to users, to value the existing ones and attract new

ones, can consistently bring benefits to both the users and developers. Creating programs and

activities may lead to user retention which may also lead to an increase in usage and profits.

Additionally, one of the traits found to be related to customer loyalty and retention is service

quality. The level of support provided by the service provider is referred to as service quality. In

opposition, creating user loyalty or enticing new users may pose challenges due to the

established traditional banks in comparison to emerging systems, with some Filipinos still prefer

traditional methods.

Brand Reputation

According to Garcia, Cheng, & Chen (2023), as digital payment methods rise its

popularity, it is essential to know how customers perceive different payment options and how

these perceptions influence their decision-making. Customer perception is important in

determining their preferences, behaviors, and attitudes towards digital payment systems. These

include their beliefs, opinions, and experiences of the advantages, risks, and overall value linked

with digital payment methods. Through identifying customer perceptions, businesses can acquire

valuable insights into the factors that encourage or hinder the adoption and utilization of digital

payment solutions. On the other hand, while people are getting comfortable using cashless

payment methods, some negative perceptions are holding back a few users in adopting the new

system. The negative perceptions are poor network coverage, high transactional costs, lack of

users’ knowledge of technology, delayed reimbursement in case of failed transactions,

procedures, and financial limits.

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According to Maulani, T. S. (2021), considering the interests and needs of the target

respondents plays an important factor when developing a service provider application. They

become less sensitive when they know that a particular product or service will fulfill their wants.

By meeting the user's wants and needs can help promote a good image attracting new customers

or users. This means creating and maintaining a good brand image can influence your audience's

preference and the stronger the brand image established, the greater customer or user

expectations will be inclined to use the product or service. Additionally, having a good brand

image may lead to a higher brand evaluation, which leads to stronger purchases and usage

because the brand image is based on emotional feelings, which has significant implications for

consumer behavior related to purchase intentions.

According to Ramli, F. A. A., et al. (2023), consumers who have strong brand recognition

and understanding of what the brand stands for and what to expect from its products and services

are more likely to use it. Brand awareness is also useful in consumers’ attitude formation. Studies

have demonstrated that when consumers encounter positive brand images because of new

technology-driven services, they tend to develop favorable attitudes toward the brand. This, in

turn, results in heightened intentions to purchase and increased loyalty. If a brand consistently

shows positive traits such as convenience, reliability, and safety, consumers are inclined to form

a favorable perception or to favor the brand even when faced with alternative imitations or

similar products and services. Overall, when consumers perceive a brand’s products or services

as high-quality, they tend to experience greater satisfaction with their purchase and are thus more

motivated to engage in repeat purchases or usage.

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The study by Tanpoco, M., et al. (2022) states that when consumers attach their interest to

a specific company’s product or service, they tend to give less consideration to other brands

while using the current product or service. In contrast, the role of brand perceptions, somehow,

shows that brand familiarity does not create an overconfidence in their belief in getting more or

better performance from that product or service. Additionally, research indicates that brand

recognition creates positive influences on the audience to make a purchase. Specifically, brand

awareness and identity both positively affect a consumer's purchase intention. Overall, using

perceived quality as a leverage for brand awareness on purchase intention, they concluded that

brand awareness has a significant positive impact on perceived quality.

User relationship

The study by Lacap, J. P. G. (2022), provides a comprehensive point of view on the

factors that are influencing user satisfaction and continued use of mobile wallet services.

Understanding the factors that affect the level of satisfaction and intention to recommend mobile

wallet services is timely and relevant, especially in creating a long-term relationship with your

target audience. Satisfaction may substantially result in greater trust among users and a higher

tendency to recommend mobile wallets to others. Therefore, businesses or companies, despite

their capacity, need to adjust mobile wallets to be more flexible not only in payment but also in

shopping options to add new value to the financial system to create new experiences for users.

More importantly, companies should take into consideration educating their users on the benefits

of utilizing mobile wallets and other financial services that they may take advantage of. This can

help users give them awareness about things that can help them.
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The research of Lopez, J. M. (2021), indicates that during the COVID-19 pandemic,

consumers said that it is more convenient to make transactions online instead of going out of the

comfort of their houses and waiting in line to pay for bills or buy necessities. In the Philippines,

there are plenty of individuals who utilize digital wallets as their payment or other transaction

method. However, the infrastructure and services for accepting cashless payments are lacking.

This creates a limitation in using digital wallets. Furthermore, not all Filipinos can access

different electronic payment methods. Most of them are accustomed to the traditional mode of

payment, which is through physical cash, and are afraid of trying the digitalized method as they

fear they will lose money or get their personal information. This challenge creates a barrier in

creating user retention.

The study of Amoroso & Roman (2021), defines loyalty as a commitment behavior that

develops as the developer earns the trust of the users. Prior research found that users trusting an

online application are more likely to have the intention to share personal information and give

consent to personalize products and services for them. A loyal mobile user not only continuously

comes back to the vendor but also helps the vendor win fierce competition and sustain long-term

growth through word-of-mouth. To increase consumer loyalty, telecommunication firms might

also push consumer loyalty programs such as providing benefits or reward activities. However, it

is argued customers or users may switch products or services when with the service provider if

they form an unhealthy relationship.

The study by Putra, D. S., et al. (2021) aims to determine the factors of digital wallets to

create promotional strategies in establishing customer loyalty during the COVID-19 pandemic.

One of the daily activities that has been affected by the virus outbreak is the payment system,
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where the usage of cash has decreased compared to what it used to be. Non-cash payments are

now widely accepted and practiced by people to make transactions and have become a habit in

using digital wallets or electronic money payments via smartphone applications with ease of

making daily transactions. In the present time, these promos in the form of discounts, vouchers,

cashback, and gifts are popular activities set to entice consumers to purchase more and to help

them maintain. With the cashback promo offered, consumers will receive a percentage of the

amount they spend. Gifts, on the other hand, are one of the promotional tools offered for free as

an incentive to purchase a product. Discounts in sales promotions also create an incentive that

has an impact as a positive influence on increasing consumer purchases and usage. Lastly,

vouchers are somehow similar to discounts on goods or services. They can be in physical or

electronic form and are often used as part of promotional campaigns or as a means of providing

incentives to customers. Overall, the study shows that engaging to more beneficial activities may

create retention to your audience or users.

Service Merit

In the study of Rivera, F. D. R., et al. (2023), mobile loyalty benefits were designed to be

fully functional with mobile applications. These benefits are advantages that can influence

customers to engage in the usage of mobile payment methods. The research on consumer

behavior has shown that businesses continue to offer loyalty programs and prizes to their

customers as a way of appreciating existing customers and attracting new ones, which can

continually bring advantages to both the user or buyer and the seller or manufacturer. Those who

participate in using the product or service offered can earn additional discounts or other rewards.

Typically, rewards can be earned through frequently using the service or product provided.
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These can be converted into incentives and can be used for future needs. The proposed benefits

are to determine if benefits are a major factor in the perception of G-cash payment.

The study by Ramli & Hamzah (2021) shows that by using e-wallet services, consumers

can easily access different methods of paying, transferring, and saving money that cannot be

done traditionally. Because of that, e-wallet providers successfully fulfill the obligation to

provide a satisfactory service to both consumers and merchants. This can influence their

decision-making by evaluating the costs and rewards they would get, with the ultimate aim of

maximizing the benefits earned and minimizing the amount they are willing to put. The end-

users would evaluate the risks and rewards when deciding whether to use or not to use e-wallet.

Additionally, from the end-user’s perspective, the risks form a barrier or inhibitor, while the

rewards establish motivation. This dual stance of measuring the psychological perception of e-

wallet use and identifying the potential predictors influencing e-wallet use.
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Ramli, F. A. A., Hamzah, M. I., Wahab, S. N., & Shekhar, R. (2023). Modeling the brand equity

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Tanpoco, M., Katalbas, R. E. I., Roxas, R. R. P., An, J., & Orlina, J. Z. (2022). The moderating

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Philippines. https://ijmaberjournal.org/index.php/ijmaber/article/view/553/303

Lacap, J. P. G. (2022, December). Exploring Mobile Wallet Adoption in the Philippines: A Partial

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Amoroso, D., Lim, R., & Roman, F. L. (2021). The effect of reciprocity on mobile wallet

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45957-3-10-20210605.pdf
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CHAPTER 3
METHODOLOGY
This research employed a mixed-methods approach to understand the rise of digital payments
and its transformative effects on the financial landscape in the Philippines,

file:///C:/Users/Admin/Downloads/Pub_Diazetal.CS__MobileMoneyServices.pdf
file:///C:/Users/Admin/Downloads/Customer_Satisfaction_and_Preference_on.pdf