Abstract:
In Pakistan Mobile Financial Services market geared towards creating an effective Eco System for greater financial inclusion. The entrance of new players in the Mobile Financial Services industry in Pakistan poses an opportunity while on the other side create a competitive environment. The ecosystem which is being built as a result lays down a growth track for the service providers in this highly nascent industry. More than three quarters of the overall pie of the unbanked is not even captured even after 10 years when the first player had its commercial launch; main bottleneck being the inability of current players to create a wholesome ecosystem where financial services are used at its fullest and provide service quality to keep customer’s loyal and retain them. Therefore, in this research we will critically look at the impact of service quality and perceived value of financial inclusion on customer loyalty, also we will study about the effect of entrants of new players and complementing forces that take role as a result. These forces, while exhibiting growth for the existing players, also make the business case of industry players more promising through creation of new opportunities.
