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Stream/Area:
-
Subject:
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Paper ID:
10.55041/IJSREM.GSTCOS012
Volume:
10 |
7 |
Jul 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Business Administration
Annamalai University, Chidambaram, Tamil Nadu, India
Department of Business Administration
Annamalai University, Chidambaram, Tamil Nadu, India
Fintech applications are reshaping consumer financial behavior, yet sustained usage depends less on mere adoption and more on whether users perceive the platform as trustworthy, satisfying, and low risk. This study examines the effect of digital trust and perceived risk on brand loyalty, with customer satisfaction as a central explanatory variable, among fintech app users in Hyderabad city. Primary data were collected from 300 respondents using a structured questionnaire, and the relationships were tested through descriptive statistics, correlation analysis, chi-square testing, and multiple regression. The findings indicate that digital trust exerts a significant positive influence on customer satisfaction and brand loyalty, whereas perceived risk has a significant negative effect on loyalty. Customer satisfaction emerged as the strongest predictor of brand loyalty, suggesting that trust-building mechanisms must be translated into consistently positive service experiences to generate retention. The study contributes to fintech marketing literature by demonstrating that loyalty is shaped by an interaction of technological assurance, risk perception, and post-use evaluation, rather than by convenience alone. From a managerial standpoint, fintech firms should prioritize data security communication, transparent privacy practices, responsive customer support, and service reliability to strengthen long-term customer relationships in highly competitive digital financial markets.
KEYWORDS
The study concludes that brand loyalty toward fintech apps in Hyderabad is shaped by a combination of digital trust, perceived risk, and customer satisfaction, supported by reliable and valid measurement scales. Digital trust and satisfaction emerge as strong positive drivers of loyalty, whereas perceived risk exerts a significant negative effect, underscoring the dual importance of assurance and experience in digital financial services. The mediation analysis shows that customer satisfaction partially transmits the influence of trust to loyalty, indicating that users’ confidence in security and reliability must be translated into positive day-to-day app experiences to secure long-term commitment. The significant association between trust categories and loyalty categories, as well as demographic differences across gender and age, suggests that fintech firms should adopt targeted strategies to build and sustain trust-based relationships in different user segments. Overall, the results emphasize that digital trust is not only a technological outcome but a strategic marketing asset that, when combined with high satisfaction and lower perceived risk, can enhance customer retention and strengthen brand equity in competitive fintech markets.
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Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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