Fintech and Cryptocurrency

6Customers’ Satisfaction and Continuance Intention to Adopt Fintech Services: Developing Countries’ Perspective

Song Bee Lian^1* and Liew Chee Yoong²

¹School of Marketing and Management, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia

²Faculty of Business and Management, UCSI University, Kuala Lumpur, Malaysia

Abstract

Finance Technology (Fintech) has emerged as the current trend in the financial world. Fintech services gain popularity from the increasing adoption by organizations and consumers. By applying empirical research, this chapter aims to explore the important factors influencing consumer satisfaction and continuance intention to adopt Fintech services. As previous studies on customers’ behavioral intention to adopt Fintech were mostly conducted in the context of developed countries, there is a paucity of research in the developing countries’ perspective. To address the research gap, this study focused on five selected developing countries, namely Malaysia, Indonesia, India, Nigeria and Philippines. Drawing on the extended Technology Acceptance Model (TAM) for the proposed research model, customer innovativeness, hedonic motivation, perceived usefulness, perceived ease of use, system quality and technology self-efficacy have positive effect on customer satisfaction and subsequently, continuance intention to adopt Fintech. The findings recommend that Fintech service providers to develop effective strategic frameworks to build consumer satisfaction ...