Impact of Security, Perceived Usefulness, and Brand Image on Fintech Adoption and Customer Satisfaction in Pakistan’s Financial Sector

Abstract

Fintech enhances customer satisfaction by simplifying payment processes and fostering trust, essential for positive engagement. Despite growing adoption in Pakistan and globally, security concerns, such as theft and inadequate measures, create customer apprehension. To increase trust and adoption, enterprises must implement strong security systems and awareness campaigns. While brand image has little impact on fintech adoption, a positive reputation fosters trust. Key factors for adoption include perceived usefulness, ease of use, and trust in the technology. A Cronbach’s alpha of .930 confirms high reliability in mobile banking service quality. Trust and security are crucial for widespread fintech acceptance.