Analysing Fintech Innovations and Digital Banking Marketing Strategies Influence Customer Satisfaction? The Mediating Role of Perceived Usability in Digital Banking Platforms

Abstract

This study explores the influence of fintech innovations and digital banking marketing strategies on customer satisfaction, emphasizing the mediating role of digital banking platforms. A survey of 400 Jordanian customers from various financial institutions was analysed employing partial least squares structural equation modelling (PLS-SEM) to examine the interrelationships among these variables. Findings indicate that fintech innovations and digital banking marketing strategies significantly enhance customer satisfaction. Moreover, perceived usability of digital banking platforms emerges as a pivotal mediator in these relationships. When customers view these platforms as user-friendly and intuitive, the positive impacts of fintech innovations and marketing strategies on satisfaction are notably amplified. The study contributes to the growing body of literature on digital banking and fintech, offering practical recommendations for banks to enhance their digital services and better meet customer expectations.