A Conceptual Framework for Fintech’s Influence on Banking Services in Emerging Markets

Abstract

Fintech has become central to the delivery of banking services in emerging markets. It is reshaping how customers access, use and evaluate digital financial services. Despite this expansion, research on Fintech in banking concentrates mainly on adoption intention, while offering limited explanation of how actual adoption shapes service quality, customer efficiency, loyalty and financial inclusion in emerging markets. This study develops a comprehensive conceptual framework to explain how Fintech adoption translates into tangible banking outcomes in emerging market contexts. The framework integrates the Technology Acceptance Model, Diffusion of Innovation Theory, SERVQUAL and behavioural economics into a single structure. Key drivers like perceived usefulness, ease of use, trust and cost effectiveness influence your intention and psychological confidence. These factors lead to actual adoption behaviour. Adoption serves as the primary link between digital banking tools and post adoption outcomes such as improved service quality, higher efficiency, stronger loyalty and broader financial inclusion. The framework also includes contextual moderators like demographic traits, policy support and bank readiness to account for uneven digital access in emerging markets. This study explains how Fintech adoption moves beyond intention to create service and social value. It provides direction for banks, Fintech firms and policymakers to design inclusive and customer focused digital banking strategies.