Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app

Abstract

PurposeThe objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.Design/methodology/approachPartial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.FindingsThe findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.Originality/valueThis study contributes novel insight to S-O-R, customer engagement, and customer value research.