By collecting lots of info about you, they get a lower processing rate because the transaction is lower risk vs a swipe/tap.
They can save on transaction fees if they consolidate charging sessions; say you do 2-3 charging sessions in one day.
They want all the personal data they can collect on you constantly if you have the app installed, and to spam you with marketing notifications.
They want resistance to using a different charging network. Charger Company A's charger is $1/minute and Charger Company B's charger is $1.10, and they're on the same block? Obviously you're going to go to the cheaper one if you can just swipe your credit card.
If you have to download an app (using your mobile data, and it might be quite slow), register an account, etc - then you not going to bother with the cheaper station.
I’d go to the one that accepted my credit card and didn’t have an app.
Consumers are going to demand it, and it may be necessary before EV's become ubiquitous, assuming they do. One thing that has helped their case in the US is that payments have historically been a pain in the ass anyway, compared to many other countries. That is changing though.
Though public utilities are typically even worse, than the current landscape of charging apps :(