Customer experience and loyalty analysis with PLS-SEM digital payment loyalty model

The study has examined customer experience on customer loyalty towards digital payments in banks. The information systems success model (ISSM) and stimulus organism response model (SOR) have been integrated to develop a model, i.e., the digital payment loyalty model (DPLM). Structural Equation Modeling (PLS-SEM) was used to analyze the data. The model (DPLM) was validated by incorporating digital application attributes (convenience, trust, social influence) from the SOR model and quality dimensions (information quality, system quality, service quality) from the ISSM model to enhance customer loyalty with the mediating effect of customer experience toward digital payments in the bank. The influence of convenience and dimensions of quality are found to be significant towards customer experience in enhancing customer loyalty. Trust and social influence non-significantly impact customer experience to enhance customer loyalty, which is inconsistent with the results of previous studies. Banks and other service providers can use the DPLM model to create a strategy that enhances customer loyalty.