International Journal of Accounting and Management Sciences (IJAMS)
DOI https://www.doi.org/10.56830/IJAMSSI09202505
Author
Amira Ali Al-Shabrawy
Walid Mohamed Milad Ibrahim
Abstract
The main objective of this study is to examine the direct and indirect effects of financial technology on customer retention through the mediating role of customer awareness. The study was applied to a sample of clients from Egyptian banks. It also aimed to analyze the differences in customer evaluations of the study dimensions according to the bank with which they deal. The study adopted a deductive approach and a quantitative research methodology. Data were collected using an electronic questionnaire designed through Google Forms, with a sample size of 433 participants. Data were analyzed using Structural Equation Modeling (SEM) via the WarpPLS software, in addition to conducting a One-Way ANOVA test to examine statistical differences between the banks. The study found a significant positive direct effect of both dimensions of financial technology (payment services and credit services) on customer awareness and on the dimensions of customer retention (word-of-mouth, loyalty, and repeat transactions). Furthermore, customer awareness—with its cognitive, behavioral, and interactive dimensions—also had a significant positive direct effect on the same retention dimensions. Additionally, the results showed a strong and significant indirect effect of financial technology on customer retention through the mediating role of customer awareness. Finally, the study found no statistically significant differences in customer evaluations of the study dimensions across the three banks.
Keywords: Financial technology (FinTech), customer awareness, Customer retention
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