Summary The purpose of this study is to investigate the role of fintechs in customer retention mediated by customer satisfaction and is descriptive in nature and method and correlation in terms of relationships between variables. The statistical population included two sections of customers and employees of Bank Melli Iran branches in Tehran and the sample size was estimated 384 for customers and 248 for Bank Melli employees using stratified and

Subject Areas : Financial engineering

noman salehi ¹ , hasan mehrmanesh ² , jalal haghighat monfared ³ , mohammad reza kashefy neyshabouri ⁴

1 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4 - Department of Financial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2022-01-02 Accepted : 2022-05-15 Published : 2023-03-21

Keywords: Customer Satisfaction, customer retention, Financial Fintech, Bank Melli Iran Roof System,

Abstract :

The purpose of this study is to investigate the role of Fintechs in customer retention mediated by customer satisfaction and is descriptive in nature and method and correlation in terms of relationships between variables. The statistical population included two sections of customers and employees of bank Melli Iran branches in Tehran and the sample size was estimated 384 for customers and 248 for bank Melli employees using stratified and available sampling method. The collected data were analyzed using structural equation modeling in SPSS and smartpls3 software. The results showed that the direct effects between variables, ie the effect of financial Fintechs on customer satisfaction, financial Fintechs on customer retention and the effect of customer satisfaction on customer retention, are statistically significant and sub-hypotheses are confirmed. the strongest effect is related to customer satisfaction coefficient on customer retention and 0.772 and the weakest effect is related to financial Fintech coefficient on customer retention at 0.152. The results of Sobel test showed that the indirect effect of customer satisfaction on customer retention was significant and the main hypothesis of this study was confirmed. The indirect effect of job satisfaction variable in the relationship between financial Fintech and customer retention is about 0.21.