Yongdan Wang, Muhammad Mahmood Shah Khan, Muhammad Fareed, Mohammad Said Alshuaibi, Silvi Asna Prestianawati, Ahmad Faizuddin
The worldwide growth of fintech adoption mirrors rapid progress in mobile and internet technologies combined with evolving consumer expectations toward faster, more accessible financial experiences. Nevertheless, the people′s awareness level and intention to adopt new technology are always questionable because it fosters customer satisfaction and loyalty to stay with the same brand or company. This research explores how customer satisfaction and subsequent fintech service adoption are affected by perceived service quality dimensions of convenience, reliability, assurance and security, responsiveness, ease of use and website aesthetics. The study has employed simple random sampling technique. A survey questionnaire comprising eight variables with 38 items from major cities of Pakistan is used to gather data from 400 respondents. The study findings suggest that all service quality dimensions influence customer satisfaction about fintech adoption in Pakistan. Moreover, customer satisfaction significantly mediates the relationship between service quality characteristics and adoption of fintech. The results provide valuable insights for fintech providers aiming to enhance user satisfaction and increase service adoption through improved quality perceptions. Copyright © 2026 Yongdan Wang et al. Human Behavior and Emerging Technologies published by John Wiley & Sons Ltd.
School of Foreign Languages, Jilin Normal University, Siping, China; Hasan Murad School of Management, University of Management and Technology, Lahore, Pakistan; School of Business, VIZJA University, Warsaw, Poland; Faculty of Economics and Business, Universitas Brawijaya, Jawa Timur, Malang, Indonesia; Dubai Business School, University of Dubai, International Academic City, Dubai, United Arab Emirates; Department of Economics, Faculty of Economics and Business, Universitas Brawijaya, Malang, Indonesia; School of Education and Liberal Arts, INTI International University, Nilai, Malaysia
