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Open AccessArticle

Customer Experience in Fintech

1
Department of Management-Marketing, Business Administration, Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, Romania
2
Department of Marketing, Rabat Business School, International University of Rabat, Rabat 11100, Morocco
3
Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, 400591 Cluj-Napoca, Romania
4
Department of Theory and Methodology of Motricity Activities, Faculty of Physical Education and Sport, University of Craiova, 200585 Craiova, Romania
*
Author to whom correspondence should be addressed.
Academic Editor: Steve Worthington
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1415-1433; https://doi.org/10.3390/jtaer16050080
Received: 4 March 2021 / Revised: 19 April 2021 / Accepted: 26 April 2021 / Published: 30 April 2021
The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is multidimensional, analysed from various perspectives, and with distinct valences in different industries. Based on the stimulus-organism-response (S-O-R) approach, we proposed a model in which customer experience in fintech is the result of customer’s evaluation of the stimuli proposed by fintech companies. Using partial least squares equation modelling (PLS-SEM), we tested a series of hypotheses and validated the proposed model. The results showed that perceived value, customer support, assurance, speed and perceived firm innovativeness are positively related to customer experience in fintech. In turn, customer experience is positively associated with loyalty intentions of the customer. Our paper contributes in identifying the dimensions, the determinants and the outcomes of customer experience in fintech, while from a managerial perspective, we demonstrate how fintech companies must integrate customer experience in their business models. View Full-Text
Keywords: fintech; customer experience; customer journey; financial technology; customer loyalty fintech; customer experience; customer journey; financial technology; customer loyalty
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MDPI and ACS Style

Barbu, C.M.; Florea, D.L.; Dabija, D.-C.; Barbu, M.C.R. Customer Experience in Fintech. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1415-1433. https://doi.org/10.3390/jtaer16050080

AMA Style

Barbu CM, Florea DL, Dabija D-C, Barbu MCR. Customer Experience in Fintech. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1415-1433. https://doi.org/10.3390/jtaer16050080

Chicago/Turabian Style

Barbu, Cătălin M.; Florea, Dorian L.; Dabija, Dan-Cristian; Barbu, Mihai C.R. 2021. "Customer Experience in Fintech" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1415-1433. https://doi.org/10.3390/jtaer16050080

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