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All Journal International Journal of Accounting & Finance in Asia Pasific
Anand, Vivek
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Transforming into a Cashless World: Factors Driving Brand Loyalty of Touch ‘N Go E-Wallet in Malaysia Lee, Hui Shan; Rajandran, Lavanessh A/P; Lai, Yung Wei; Karunamurthy, Kirubasshini A/P DM; Anand, Vivek; Shashank, B.; Qadri, Rehan Faisal
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 5, No 3 (2022): October 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v5i3.1873

Abstract

In this digital era world, people can buy anything via mobile wallets instead of physical cash. A transformation of a cashless society becomes a new consumer behavior in this 21st century. Especially during the COVID-19 pandemic, people are more encouraged to use an e-Wallet to lower the virus's risk. Therefore, Touch ‘n Go with millions of users, has become an important application in this cashless world. This paper aims to examine the factors driving brand loyalty to Touch ‘n Go e-wallet. There are 150 Touch ‘n Go users who participated in our survey and the results were analyzed using SPSS. With that, we found out that perceived usefulness, perceived ease of use, reliability, and safety affect brand loyalty. This research provides insightful results and information about Touch ‘n go e-Wallet. Keywords: Brand Loyalty, Perceived Ease of Use, Perceived Usefulness, Reliability and Safety, Touch ‘n Go
Co-Authors Karunamurthy, Kirubasshini A/P DM Lai, Yung Wei Lee, Hui Shan Qadri, Rehan Faisal Rajandran, Lavanessh A/P Shashank, B.