Assessing the Impact of e-Levy on Perceived Value and Customer Satisfaction of Mobile Money Innovation in Ghana

Abstract

The study examines the effect of e-levy on the perceived value and customer satisfaction of mobile money innovation in Ghana. The study employed a quantitative approach using a sample of 500 mobile money users across the Greater Accra metropolis. The study utilized structural equation modeling (SEM) to conduct explorative factor analysis (EFA), confirmatory factor analysis (CFA) and hypotheses testing to generate the results of the study. The study found a significant positive relationship between perceived value and customer satisfaction. However, e-levy negatively moderates the relationship between perceived value and customer satisfaction. The study is the first of its kind to investigate the role of e-levy on user perceived value and customer satisfaction from a marketing perspective within a specific industry context. The study offers managers of mobile money service providers a helpful guidance for developing and implementing policies that increase customer satisfaction and business sustenance.