Abstract:
The present study aims at exploring the antecedents of customers’ behavioral intention in the mobile money service
industry to enhance industry players’ competitive edge and financial inclusion value co-creation in Ghana. A total of four
hundred and seventeen (417) respondents were contacted via social media platforms for the study. AMOS graphics and IBM
SPSS were used to analyzed the data. The findings of the study reveal that perceived quality and security are the most significant
precursors of mobile money subscribers’ satisfaction and loyalty drive. Satisfaction was also observed to have a significant
positive effect on both brand equity and brand trust. The study further reveals that satisfaction mediate between perceived quality
and security to positively impact subscribers’ loyalty. Studies exploring subscribers’ behavioral intentions towards mobile
money service providers to the best of our knowledge still remains a major gap in extant literature. Thus, the present study
extends knowledge on mobile money services and financial inclusion in general by providing a schema for mobile money service
providers to tailor their services to meet the expectations of subscribers whiles enhancing their competitive edge.
