Abstract:
The changes in market dynamics, customer‑to‑customer interactions, and the use of artificial intelligence have cre
ated a great concern among marketers in understanding customer behaviours such as customer loyalty. Policymak
ers account for the provision of quality service in terms of subscription numbers. However, little explains the impacts
of these dynamics. Drawing up the service quality model, theory of planned behaviour (TPB) and customer loyalty
model, the study examined the influence of service quality, technical quality (TQ), functional quality (FQ), and repu
tational quality (RQ) on customer loyalty (CL). Specifically, the study focuses on moderating gender differences
to enhance robustness. Data were collected from 379 respondents and analysed using structural equation modelling
(SEM) with smart PLS (partial least square). The results suggested that customer assessment of reputational quality
was vital in m‑payment services for both males and females. Female customers depicted a more significant positive
relationship than male customers, meaning the former are more loyal than the latter. Technical quality negatively
influences attitudinal customer loyalty, while functional quality affects behavioural loyalty. The study contributes
towards understanding the role of the dimensions of service quality (dSQ), customer loyalty and gender differ
ences. Theoretically, the foundation of this research adds up to the consideration of the moderation effect of gender
and their differential assessment of technical and functional quality as predictors of customer loyalty. Implication
to managers is improving marketing strategies, and policymakers provide a more enabling environment for m‑pay
ment service.
