CUSTOMER Attitude as a Mediator Between Service Dimensions and Loyalty Towards GCASH

Abstract

Loyalty is a critical factor in the sustained use of digital payment platforms. This study investigated the relationships among key service dimensions—perceived service quality, perceived ease of use, perceived usefulness, perceived cost, and perceived security—and customer loyalty, with customer attitude serving as a mediating variable in the context of GCash usage among government employees in Tagum City. Employing a quantitative, descriptive-correlational research design, the study utilized simple random sampling and collected data through face-to-face surveys administered to 300 respondents aged 18 to 65. Participants were required to have at least 1 year of employment with either the Province of Davao del Norte or the City Government of Tagum, in permanent, casual, or job-order status, and to have used GCash for at least 1 year. Statistical analyses included Mean, Standard Deviation, Pearson’s r, and Mediation Analysis within the JASP SEM framework.  Findings indicate high customer loyalty, positive customer attitudes, and strong perceptions of GCash's service dimensions. Significant and strong positive relationships were found among service dimensions and customer loyalty, service dimensions and customer attitude, and customer loyalty and customer attitude. Additionally, customer attitude partially mediated the relationship between service dimensions and customer loyalty, with a significant but weaker indirect effect. These findings highlighted the importance of both service quality and customer attitude in fostering loyalty toward digital payment platforms.