The use of mobile payment applications is on the rise. There are a variety of mobile payment applications that attempt to offer value to increase the market share of merchants that provide them. However, many users are likely to stop using apps if optimal utility and customized services are not correctly delivered. This study proposes that offering context-based services that indicate customization and personalization of services will improve the perceived utility of mobile merchant payment applications and in turn, increase continued intention to use it and customer loyalty to the merchant. Our results also show that the reputation of mobile vendors significantly enhances the perceived utility of mobile merchant payment applications. The findings of this study can be valuable to researcher, merchants and mobile application developers.