From Digital Touch points to Devoted Users: How FinTech Experiences Shape Brand Loyalty in Pakistan’s Emerging Financial Ecosystem

Abstract

This research examines the relationship between FinTech Service Quality and Digital Marketing Communication with Brand Loyalty mediated by Customer Experience and Trust in FinTech as a moderating factor in the fast-changing digital financial environment in Pakistan. The study uses three-wave time-lagged research design and data of 386 active FinTech users to test the direct, indirect and interaction effects using PLS-SEM through SmartPLS 4. The results indicate that customers have a better experience because of the Service quality as well as the digital communication which on the other hand is a good predictor of brand loyalty. The mediated relationships between service quality and communication and loyalty have the customer experience as an intermediary, and the trust has a weak moderating effect. The findings indicate the strategic value of experiential design as compared to the role of functional or trust-based mechanisms, which provide theory development and practical recommendations to FinTech relationship management strategies.