Abstract:
The purpose of the current study is to investigate the impact of factors affecting customer satisfaction towards fintech in Pakistan. Undoubtedly an increase has been observed in the use of fintech during recent years. However, to keep the users hooked with the services and lead them towards the adoption, firms need to identify key factors important to users that increase customer satisfaction and helps in maintaining existing users in long term. A quantitative approach was adopted, and a self-administered questionnaire was designed and distributed to collect data. A data of 400 responses was collected from the users of fintech in Pakistan and IBM SPSS was used for analysis. The findings revealed that convenience, reliability, ease of use and perceived usefulness are the factors enhancing customer satisfaction towards fintech and assurance and security has inverse relationship with customer satisfaction. The research is useful for the financial institutions to improve their customer satisfaction and it is helpful for the government to improve financial inclusion in the country.
