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Abstract The changes in market dynamics, customer-to-customer interactions, and the use of artificial intelligence have created a great concern among marketers in understanding customer behaviours such as customer loyalty. Policymakers account for the provision of quality service in terms of subscription numbers. However, little explains the impacts of these dynamics. Drawing up the service quality model, theory of planned behaviour (TPB) and customer loyalty model, the study examined the influence of service quality, technical quality (TQ), functional quality (FQ), and reputational quality (RQ) on customer loyalty (CL). Specifically, the study focuses on moderating gender differences to enhance robustness. Data were collected from 379 respondents and analysed using structural equation modelling (SEM) with smart PLS (partial least square). The results suggested that customer assessment of reputational quality was vital in m-payment services for both males and females. Female customers depicted a more significant positive relationship than male customers, meaning the former are more loyal than the latter. Technical quality negatively influences attitudinal customer loyalty, while functional quality affects behavioural loyalty. The study contributes towards understanding the role of the dimensions of service quality (dSQ), customer loyalty and gender differences. Theoretically, the foundation of this research adds up to the consideration of the moderation effect of gender and their differential assessment of technical and functional quality as predictors of customer loyalty. Implication to managers is improving marketing strategies, and policymakers provide a more enabling environment for m-payment service.

The changes in market dynamics, customer-to-customer interactions, and the use of artificial intelligence have created a great concern among marketers in understanding customer behaviours such as customer loyalty. Policymakers account for the provision of quality service in terms of subscription numbers. However, little explains the impacts of these dynamics. Drawing up the service quality model, theory of planned behaviour (TPB) and customer loyalty model, the study examined the influence of service quality, technical quality (TQ), functional quality (FQ), and reputational quality (RQ) on customer loyalty (CL). Specifically, the study focuses on moderating gender differences to enhance robustness. Data were collected from 379 respondents and analysed using structural equation modelling (SEM) with smart PLS (partial least square). The results suggested that customer assessment of reputational quality was vital in m-payment services for both males and females. Female customers depicted a more significant positive relationship than male customers, meaning the former are more loyal than the latter. Technical quality negatively influences attitudinal customer loyalty, while functional quality affects behavioural loyalty. The study contributes towards understanding the role of the dimensions of service quality (dSQ), customer loyalty and gender differences. Theoretically, the foundation of this research adds up to the consideration of the moderation effect of gender and their differential assessment of technical and functional quality as predictors of customer loyalty. Implication to managers is improving marketing strategies, and policymakers provide a more enabling environment for m-payment service. [ABSTRACT FROM AUTHOR]