Revolutionizing the Fintech Landscape: An Empirical Investigation into the Impact of Service Quality on Customer Satisfaction and Usage Intention in Uttarakhand

Abstract

The Indian financial services sector has undergone significant transformation with the emergence of Fintech, which integrates financial services with advanced digital technologies. This shift has altered consumer expectations and behavior, creating a demand for more efficient and accessible financial solutions. This study investigates the role of Fintech innovations in enhancing customer satisfaction & intention to use Fintech services. Data was collected from 230 respondents across the Dehradun, Haridwar, Tehri & Pauri districts of Uttarakhand. The analysis was performed using Smart PLS to analyze the intricate relation of dimensions of service quality & customer satisfaction. The SERVQUAL model comprising of Reliability (REL), Responsiveness (RESP), Assurance (ASS), Empathy (EMP), and Tangibility (TAN) - was employed to measure the extent of satisfaction driven by perceived service quality with regard to fintech services among surveyed respondents in Uttarakhand. As per the findings, Reliabilityand Responsiveness are among the most significant attributes of service quality towards enhancing customer satisfaction. These elements, in turn, significantly contribute towards the intention to use fintech services in Uttarakhand. The study empirically justifies the significance of reliability, responsiveness & assurance in promoting customer satisfaction which in turn drives intention to use Fintech. Therefore, the Fintech service providers should prioritize these aspects to improve user satisfaction and expand their customer base in regional markets. Moreover, the results from the study bear significant practical implications for Fintech companies, policymakers, and financial service regulators. By focusing on key dimensions of service quality, stakeholders can boost user engagement, drive digital financial inclusion across vulnerable regions, and support the broader goal of a cashless and inclusive economy.