Technology leadership, brand equity, and customer loyalty towards fintech service providers in China

May Wang; Younghoon Chang

Technology leadership, brand equity, and customer loyalty towards fintech service providers in China

May Wang
, Younghoon Chang

Research output: Chapter in Book/Conference proceeding › Conference contribution › peer-review

6 Citations (Scopus)

Abstract

China claims the world's largest mobile payments market and serves as the global benchmark for other markets to pursue. As the battle over the Chinese mobile wallet market wages on, the gap between leading players WeChat Pay (owned by Tencent) and Alipay remains narrow. Based on brand equity theory and symbolic value theory, a research model is proposed to investigate the relationship between Fintech's technology leadership, brand equity, and customer loyalty. The results show that Alipay provides more innovative and diversified financial services and outperforms WeChat Pay in technology leadership. The study confirms that technology leadership positively affects brand equity, which in turn positively affects customer loyalty. The boundary condition for different type of customers is considered and implications for theory and practice are also discussed.

Original language	English
Title of host publication	Americas Conference on Information Systems 2018
Subtitle of host publication	Digital Disruption, AMCIS 2018
Publisher	Association for Information Systems
ISBN (Print)	9780996683166
Publication status	Published - 2018
Externally published	Yes
Event	24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018 - New Orleans, United States Duration: 16 Aug 2018 → 18 Aug 2018

Publication series

Name	Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018

Conference

Conference	24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018
Country/Territory	United States
City	New Orleans
Period	16/08/18 → 18/08/18

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being
SDG 8 Decent Work and Economic Growth

Free Keywords

Brand equity
Customer loyalty
Technology leadership

ASJC Scopus subject areas

Information Systems

Cite this

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title = "Technology leadership, brand equity, and customer loyalty towards fintech service providers in China",

abstract = "China claims the world's largest mobile payments market and serves as the global benchmark for other markets to pursue. As the battle over the Chinese mobile wallet market wages on, the gap between leading players WeChat Pay (owned by Tencent) and Alipay remains narrow. Based on brand equity theory and symbolic value theory, a research model is proposed to investigate the relationship between Fintech's technology leadership, brand equity, and customer loyalty. The results show that Alipay provides more innovative and diversified financial services and outperforms WeChat Pay in technology leadership. The study confirms that technology leadership positively affects brand equity, which in turn positively affects customer loyalty. The boundary condition for different type of customers is considered and implications for theory and practice are also discussed.",

keywords = "Brand equity, Customer loyalty, Technology leadership",

author = "May Wang and Younghoon Chang",

note = "Funding Information: This project is supported by the UIC Research Grant 201831. Publisher Copyright: {\textcopyright} 2018 Association for Information Systems. All rights reserved.; 24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018 ; Conference date: 16-08-2018 Through 18-08-2018",

year = "2018",

language = "English",

isbn = "9780996683166",

series = "Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018",

publisher = "Association for Information Systems",

booktitle = "Americas Conference on Information Systems 2018",

address = "United States",

}

Wang, M & Chang, Y 2018, Technology leadership, brand equity, and customer loyalty towards fintech service providers in China. in Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018. Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018, Association for Information Systems, 24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018, New Orleans, United States, 16/08/18.

Technology leadership, brand equity, and customer loyalty towards fintech service providers in China. / Wang, May; Chang, Younghoon.
Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018. Association for Information Systems, 2018. (Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018).

Research output: Chapter in Book/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Technology leadership, brand equity, and customer loyalty towards fintech service providers in China

AU - Wang, May

AU - Chang, Younghoon

PY - 2018

Y1 - 2018

N2 - China claims the world's largest mobile payments market and serves as the global benchmark for other markets to pursue. As the battle over the Chinese mobile wallet market wages on, the gap between leading players WeChat Pay (owned by Tencent) and Alipay remains narrow. Based on brand equity theory and symbolic value theory, a research model is proposed to investigate the relationship between Fintech's technology leadership, brand equity, and customer loyalty. The results show that Alipay provides more innovative and diversified financial services and outperforms WeChat Pay in technology leadership. The study confirms that technology leadership positively affects brand equity, which in turn positively affects customer loyalty. The boundary condition for different type of customers is considered and implications for theory and practice are also discussed.

AB - China claims the world's largest mobile payments market and serves as the global benchmark for other markets to pursue. As the battle over the Chinese mobile wallet market wages on, the gap between leading players WeChat Pay (owned by Tencent) and Alipay remains narrow. Based on brand equity theory and symbolic value theory, a research model is proposed to investigate the relationship between Fintech's technology leadership, brand equity, and customer loyalty. The results show that Alipay provides more innovative and diversified financial services and outperforms WeChat Pay in technology leadership. The study confirms that technology leadership positively affects brand equity, which in turn positively affects customer loyalty. The boundary condition for different type of customers is considered and implications for theory and practice are also discussed.

KW - Brand equity

KW - Customer loyalty

KW - Technology leadership

UR - https://www.scopus.com/pages/publications/85054220613

M3 - Conference contribution

AN - SCOPUS:85054220613

SN - 9780996683166

T3 - Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018

BT - Americas Conference on Information Systems 2018

PB - Association for Information Systems

T2 - 24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018

Y2 - 16 August 2018 through 18 August 2018

ER -

Technology leadership, brand equity, and customer loyalty towards fintech service providers in China

Abstract

Publication series

Conference

UN SDGs

Free Keywords

ASJC Scopus subject areas

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Cite this