ISSN: 2222-6990
Open access
The study investigates the key factors that influence user loyalty toward Touch ‘n Go e-Wallet among Malaysian users, focusing on e-trust, e-service quality, perceived usefulness, and perceived ease of use. A quantitative approach was employed using an online survey of 370 active users with data analyzed using the Social Science Statistical Package (SPSS) and Smart PLS 4.0. The findings showed that e-service quality and perceived usefulness have significant positive effects on customer loyalty whereas e-trust and perceived ease of use show no significant influence. These findings suggest that enhancing service reliability, responsiveness, and functional value is critical for strengthening user loyalty in e-wallet platforms. The study provides practical insights for digital payment providers seeking to improve retention in the competitive Malaysian fintech landscape.
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