THE IMPACT OF FINTECH AND MARKETING STRATEGY ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF SERVICE QUALITY IN THE UAE BANKING SECTOR

Abstract

In the UAE banking sector, where over 50 banks serve a small population in a rapidly changing digital world, customer satisfaction has become a key factor in competitiveness and sustainability. This research investigates the impact of FinTech and marketing strategy on customer satisfaction, highlighting the mediating effect of service quality. Utilizing the S-O-R (Stimulus–Organism–Response) framework and established theories of service management, the study amalgamates the 7Ps marketing mix model with technological adoption concepts to examine the influence of contemporary banking services on customer satisfaction. Utilizing a quantitative descriptive research design and multi-stage cluster sampling, data were gathered from banking clients throughout the UAE. The constructs—FinTech, marketing strategy, service quality, and customer satisfaction—were assessed using validated Likert-scale instruments. According to the research, marketing strategies and FinTech have a direct and indirect positive impact on customer satisfaction through improved service quality. This study fills gaps in the literature by examining how FinTech and strategic marketing collaborate to enhance customer satisfaction and service quality in the highly competitive banking sector of the United Arab Emirates.