Examining The Influence of Fintech Adoption on Customer Behavior from The Perspective of Service Providers in Jordanian Bank: An Empirical Study

This quantitative study investigated how specific fintech adoption factors influence customer behavior in Jordanian banks from the perspective of service providers.A questionnaire was administered to 100 bank employees assessing the impact of convenience/accessibility, personalization, efficiency, security, and cost-effectiveness on customer behavior.Statistical analysis found that all five factors positively influenced customer behavior, with convenience exhibiting the strongest effect.The results provide novel empirical evidence that fintech adoption components like seamless access and personalization drive greater customer engagement, satisfaction, and digital transaction activity within Jordan's banking sector based on service provider insights.This research contributes muchneeded context on fintech adoption dynamics in banks within emerging economies in the Middle East.The findings will assist banks in enhancing fintech strategies and digital financial services that align with local customer preferences.Further studies can build on the analysis of service provider viewpoints to enrich understanding of customer behaviors in digital finance across cultural setting