Examining the Effects of Financial Technology and Marketing Strategies on Customer Satisfaction: Service Quality as a Mediating Factor

In an increasingly digitized financial environment, banks are required to serve large and diverse customer bases while maintaining competitive advantage and long-term viability.As a result, customer satisfaction has emerged as a central performance indicator in the banking industry.This study examines how financial technology (FinTech) adoption and marketing strategy influence customer satisfaction, with service quality positioned as a mediating mechanism.Grounded in the Stimulus-Organism-Response (S-O-R) framework and supported by service management theory, the research integrates the 7Ps marketing mix with technology adoption perspectives to analyze modern banking service delivery.Using a quantitative, descriptive research design and multi-stage cluster sampling, data were collected from banking customers.FinTech, marketing strategy, service quality, and customer satisfaction were measured using validated Likerttype scales.The findings demonstrate that both FinTech and marketing strategy exert significant direct effects on customer satisfaction, as well as indirect effects through enhanced service quality.By clarifying the combined role of technological innovation and strategic marketing, this study contributes to the banking literature and offers practical insights for improving service quality and customer satisfaction in highly competitive financial markets.