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Gaps in customer satisfaction with digital

wallets: challenge for sustainability
Author(s):
Ramesh Kumar Bagla, (Department of Marketing, Amity Business School,
Noida, India)

...Show all authors

Abstract:
Purpose
The purpose of this paper is to examine the factors responsible for
growing popularity of digital wallets in India and sustainibility challenges
faced by this innovative product on account of gaps between expectations
of the users and their satisfaction level with leading wallet brands like
Paytm, Freecharge, Mobikwik and Oxigen.

Design/methodology/approach
The descriptive research is based on primary data collected with the help
of a structured questionnaire from 313 respondents in National Capital
Region of Delhi chosen through non-probability convenience sampling.
The collected data were converted into data matrix using SPSS 23.0
software and inferential analysis was done.

Findings
Attractive cashback and rewards, ease of use, instant money transfer
without using cash, relatively higher transaction security as compared to
 credit/debit cards and absence of any transaction fee are the factors
responsible for growing use of digital wallets. However, there are gaps
between customers’ expectations and the satisfaction level which pose a
challenge for sustainibility of digital wallets.

Research limitations/implications
The study is limited to National Capital Region of Delhi for a specified set
of factors considered important for customers’ satisfaction.

Originality/value
This paper offers fresh insights into the gaps between Indian customers’
expectations their satisfaction level with the leading digital wallet brands
operating in India, which can be used to bridge these gaps for ensuring
their long-term sustainability in a competitive environment.

Keywords:
Digital payment systems, Digital wallets, E-wallets, Mobile wallets

Type:
Research paper

Publisher:
Emerald Publishing Limited

Received:
25 May 2017

Revised:
07 November 2017

Accepted:
25 January 2018

Copyright:
© Emerald Publishing Limited 2018
Published by Emerald Publishing Limited
Licensed re-use rights only

Citation:
Ramesh Kumar Bagla, Vivek Sancheti, (2018) "Gaps in customer
satisfaction with digital wallets: challenge for sustainability", Journal of
Management Development, Vol. 37 Issue: 6, pp.442-
451, https://doi.org/10.1108/JMD-04-2017-0144

Downloads:
The fulltext of this document has been downloaded 1095 times since 2018

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