Customer Experience in Open Banking and How It Affects Loyalty Intention: A Study from Saudi Arabia

Abstract

The concept of open banking has emerged only recently within the fintech sector, and it is rapidly becoming popular in many regions across the world. Currently, there are very few studies on the relationship between customer experience and intention to use fintech apps, none of which focus on open banking. This relationship is significant for a number of reasons, one of which is the emerging importance of the connection between fintech and an environmentally sustainable economy. This paper seeks to add to our understanding of the factors that shape the customer experience and that determine loyalty levels toward open banking brands and apps. We propose a model in which a number (six) of affective and cognitive factors influence customer experience, which ultimately determines loyalty intention. The model is tested using data collected via a quantitative (survey) methodology involving open banking users in Saudi Arabia. The results show that customer experience is affected by all of the proposed factors (ease of use, perceived value, quality of support, reliability, perceived risk and ability to innovate). These factors, in turn, actively influence the level of customer loyalty. The study contributes to the current literature by identifying the various cognitive and affective determinants of customer experience, which therefore influences loyalty intention in open banking, and provides valuable insights into how both new and established brands should integrate customer experience into promotional and development strategies.