Transforming into a Cashless World: Factors Driving Brand Loyalty of Touch ‘N Go E-Wallet in Malaysia

Hui Shan Lee (Universiti Sains Malaysia)
Lavanessh A/P Rajandran (Universiti Sains Malaysia)
Yung Wei Lai (Universiti Sains Malaysia)
Kirubasshini A/P DM Karunamurthy (Universiti Sains Malaysia)
Vivek Anand (GNIOT MBA Institute)
B. Shashank (RV Institute of Management)
Rehan Faisal Qadri (RV Institute of Management)

International Journal of Accounting & Finance in Asia Pasific
Vol 5, No 3 (2022): October Edition of International Journal of Accounting Finance in Asia Pasific

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