Digital Transformation and Customer Experience in Pakistan’s FinTech Sector

Abstract

Digital transformation in the FinTech sector is reshaping how organizations interact with customers, influencing satisfaction, engagement, and loyalty. This study investigates the impact of digital transformation initiatives on customer experience in Pakistan’s FinTech sector, exploring technological adoption, service quality, and user perception. Using a quantitative approach with survey data collected from 450 FinTech users across major urban centers, this study examines relationships between digital service innovation, usability, security, and customer satisfaction. The findings indicate that digital service quality and system usability are significant predictors of customer experience, while security perception moderates the relationship. The study provides actionable insights for FinTech managers to enhance digital engagement and customer loyalty.