The Moderation Role of Fintech Business Coopetition on Services Delivery and Customer Satisfaction in Tanzania

Abstract

The study examined the role of business cooptition in strengthening the relationship between service delivery and customer satisfaction in the fintech industry. Perceived service was conceptualized in terms of ease of use, trust, and convenience. An online survey was conducted with 384 mobile payment service users in Tanzania from two platforms: Tigopesa and Mpesa. Structural equation modeling was used to test the study model with SmartPLS 4 software. The findings revealed that trust in fintech services and convenience of service delivery positively influenced customer satisfaction, supporting the study hypothesis. However, perceived ease of use did not directly impact customer satisfaction. Furthermore, the findings supported the moderating role of fintech business coopetition. This moderation effect was significant between trust and perceived ease of use on customer satisfaction. The moderation effect of business coopetition on the relationship between convenience and customer satisfaction
was not significant. These findings offer valuable insights for fintech companies seeking to enhance customer satisfaction and retain their customer base. They suggest the need to prioritize trust-building, convenience, and ease-of-use services, while considering the impact of coopetition dynamics.

Keywords: Trust, convenience, Perceived ease of use, fintech business coopetition, Customer satisfaction