A PLS-SEM Approach to Investigate the Effect of Satisfaction on Willingness to Recommend M-wallet Services

Mobile wallets (m-wallets), a particular form of mobile payment system, are gaining considerable attention in different emerging markets. This study uses the stimulus-organism-response model to understand how user recommendation depends on intention to use and satisfaction in the m-wallet payment system at the post-adoption stage in emerging markets. This research also investigates the mediating role of satisfaction between intention to use and recommendation. Online convenience and snowball sampling yielded 474 valid responses. This research applied the partial least squares-structural equation modelling approach to determine the relationship among the latent variables, model parameters estimation and mediation analysis. The results show that significant stimuli, namely brand awareness, perceived quality, compatibility and functional congruity, influence the intention to use m-wallets and users’ satisfaction. The analysis explains that improving the intention to use is insufficient to control the willingness to recommend because users’ satisfaction partially mediates between intention to use and willingness to recommend. Our study contributes to m-wallet users’ propensity to refer to the emerging market’s context. This study explains how customer satisfaction affects m-wallet users’ willingness and intention to make a recommendation at the post-adoption stage.