EXAMINING DETERMINANTS OF CUSTOMER SATISFACTION IN MOBILE MONEY SERVICES SUB-SECTOR: EVIDENCE FROM KITWE, ZAMBIA
Main Article Content
Abstract
This study examines the determinants of customer satisfaction in the mobile money services sub-sector in Kitwe, Zambia, focusing on service quality, service charges, perceived value, and security. Using a quantitative cross-sectional design, primary data were collected from 392 mobile money users, selected through systematic sampling, and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that service quality, perceived value, and security have significant positive effects on customer satisfaction, while service charges show no significant effect. Overall, the findings suggest that customers prioritise service performance, value, and transaction security when evaluating mobile money services, consistent with expectation-confirmation theory. The non-significant effect of service charges extends the theory by indicating that when an attribute is perceived as largely invariant across competing providers, as is the case with mobile money transaction fees in Zambia, it ceases to function as a meaningful basis for confirmation or disconfirmation of expectations. The study contributes to the limited literature on digital financial services in Zambia and provides practical insights for mobile money providers and policymakers seeking to enhance customer satisfaction through improved service delivery, stronger cybersecurity measures, and enhanced value creation strategies. These recommendations are essential for improving adoption, usage continuity, and competitiveness in the mobile money sector in developing economies. Future research is encouraged to explore additional behavioural and contextual factors across different regions.
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