CUSTOMER SATISFACTION AND FINANCIAL LITERACY AS KEY DRIVERS IN FINTECH ADOPTION: EVIDENCE FROM PAKISTAN

Abstract

In the context of Pakistan, this study examines the influence of two important Fintech factor (perceived ease of use and perceived usefulness), using financial literacy as a moderating factor and customer satisfaction as a mediating variable. Understanding the factors that influence user acceptance is crucial for financial institutions and policymakers looking to improve service delivery and advance financial inclusion as Fintech continues to change the financial services industry. The study uses structural equation modelling (SEM) to examine the connections between these characteristics using data from 268 active users of mobile banking apps like JazzCash and EasyPaisa. This study also demonstrates that better customer satisfaction leads to significant user adoption intention through enhanced perceived utility and user simplicity. The study confirms that financial literacy enhances the positive relationship between Fintech factors and customer satisfaction thus highlighting the importance of educating consumers about financial products. Financial institutions along with Fintech companies can benefit from this research when designing digital platforms that focus on user-friendly interfaces and practical functionality and dependable operations. The integration of financial literacy programs leads to increased client satisfaction and confidence which will drive broader acceptance of digital financial services and generate sustained growth.