Exploring the symmetric and asymmetric effects of mobile wallet service experience on brand loyalty in India: evidence from SEM and fsQCA

How mobile wallet service experience (MWSX) form brand loyalty? Are there symmetric or asymmetric connections between MWSX dimensions and brand loyalty? Are there any factors that intervene in the linkage between MWSX and brand loyalty? To answer these questions, present study explored dimensions of MWSX and proposed a novel serially mediated framework to comprehend asymmetric and symmetric relationship among MWSX dimensions and brand loyalty. The research adopted Stimulus-Organism-Response (S–O–R) theory as its theoretical foundation, highlighting its distinctive approach. Utilising structural equation modeling (SEM) and fuzzy sets qualitative comparative analysis (fsQCA), the current study disclosed three major findings. First, except for efficiency and aesthetics, results revealed a significant positive impact of MWSX dimensions (reliability, security & privacy and customer service) on brand loyalty. Second, association between MWSX dimensions (reliability, security & privacy and customer service) and brand loyalty was found to be serially mediated by two mediators namely brand image and brand love. Third, fsQCA uncovered asymmetric, synergistic and nonlinear effects of MWSX dimensions on brand loyalty that SEM failed to reveal. It revealed six sufficient conditions for determining low and high brand loyalty. Predictive validity has been also tested to determine accuracy of fsQCA results. The research's findings illuminate m-wallet landscape, empowering service providers to elevate user engagement and enhance their competitive presence.