Investigating the factors affecting Customer’s Satisfaction from Mobile Money Transfer Service: Moderating Role of Attitude

Abstract

The study was conducted to investigate the mediating effect of attitude between price, social influence, ethical sales behavior, perceived service quality, convenience, and customer satisfaction. The study adopted items for measurement from previous studies. A deductive quantitative cross-sectional was used for data collection. A sample of 203 through convenience sampling method was used from the mobile money transfer firms in Pakistan i.e., Telenor, Mobilink, Zong and Ufone. The alpha value falls between .717 and .787. The predictor, mediators and criterions variables were significantly correlated except convenience, which is negatively correlated with customer satisfaction, and its relation is very weak. The R² is 0.428; it means that 42.8% of change in customer satisfaction is being brought by all independent variables. The effect of ethical sales behavior on customer satisfaction is moderated by attitude of customer. The study will provide an understanding of customer’s perceptions in the potential market and assist mobile money transfer firms in planning their strategies more competitively.