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Impact of Security, Perceived Usefulness, and Brand Image on Fintech Adoption and Customer Satisfaction in Pakistan’s Financial Sector

Year: 2024

Type: article

Abstract: Fintech enhances customer satisfaction by simplifying payment processes and fostering trust, essential for positive engagement. Despite growing adoption in Pakistan and globally, security concerns, such as theft and inadequate measures, create customer apprehension. To increase trust and adoption, enterprises must implement strong security systems and awareness campaigns. While brand image has little impact on fintech adoption, a positive reputation fosters trust. Key factors for adoption include perceived usefulness, ease of use, and trust in the technology. A Cronbach’s alpha of .930 confirms high reliability in mobile banking service quality. Trust and security are crucial for widespread fintech acceptance.

Source: Journal of Social & Organizational Matters

DOI: 10.56976/jsom.v3i4.132

Authors: Mansoor Ahmed, Omair Ahmed, Faiza Sajjad, Faiz Ahmed, Shujaat Saleem

Institutions: National University of Malaysia, Altınbaş University, COMSATS University Islamabad, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology, Iqra University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404650434

FWCI:

Cites: 20

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Related to: 10