FINTECH AND CUSTOMER SATISFACTION: THE ROLES OF ATTITUDE AND FINANCIAL LITERACY

Abstract

This study aims to assess the determinants of customer satisfaction in FinTech by integrating service-related factors, the mediating role of attitude, and the moderating role of financial literacy. Based on the TAM and the UTAUT, the research investigates the level of customer satisfaction regarding perceived value, ease of use, responsiveness, security, speed, and innovativeness. This study used a quantitative research design based on survey data from 351 FinTech users. The data analysis was conducted using reliability, correlation, and regression analyses to examine direct, mediating, and moderating relationships. The findings indicate that the attitude towards FinTech is the best predictor of customer satisfaction. For all service-related factors, the direct effects of speed and innovativeness are significant, whereas those of ease of use, perceived value, responsiveness, and security are not. Attitude mediates the relationship between the most important service attributes and customer satisfaction. Moreover, financial literacy has a moderate negative interaction effect on the attitude-satisfaction correlation, which means that more financially literate users are more critical of their FinTech services. This study contributes to the literature by demonstrating a shift from traditional service quality dimensions to experience-based assessment in FinTech. It also provides practical information that FinTech providers can use to increase customer satisfaction by designing their products to focus on user experience, innovation, and a customised approach tailored to each customer's financial capacity