The impact of fintech innovation and banking efficiency on customer loyalty: Investigating the mediating role of customer trust

This research explores a model of customer loyalty determinants in the context of financial innovation and banking efficiency, with a focus on the mediating role of customer trust. It examines how fintech innovation influences customer satisfaction, bank efficiency, and trust in the Indian banking sector. The study aims to bridge the gap by analyzing the mediating effect of customer trust on the relationship between fintech innovation, banking efficiency, and customer loyalty. Using a quantitative approach, data were collected from 116 respondents through a structured questionnaire with a Likert scale ranging from 1 (Strongly Disagree) to 5 (Strongly Agree). The data were analyzed using SPSS version 30 and employing the Structural Equation Modelling (SEM) to evaluate the hypotheses. Findings indicate that fintech innovation and banking efficiency positively and significantly influence customer loyalty. Moreover, customer trust mediates this relationship, reinforcing the importance of trust in driving customer loyalty. The study provides valuable insights for fintech companies and banking institutions aiming to enhance customer satisfaction and loyalty through trust-building and technological advancement.