The role of fintech and digital transformation in enhancing customer satisfaction: Mediating evidence from service quality in online transportation

Abstract

This study examines the influence of digital transformation and financial technology (fintech) on customer satisfaction in online transportation services in Indonesia, with service quality as a mediating variable. The study focuses on explaining how technological capabilities are translated into customer satisfaction through perceived service quality. The findings indicate that both digital transformation and fintech have positive and significant effects on customer satisfaction and service quality. Service quality also has a positive and significant effect on customer satisfaction and mediates the relationships between digital transformation, fintech, and customer satisfaction. These findings suggest that technological innovation creates greater customer value when it is translated into reliable, responsive, and customer-oriented service experiences. The novelty of this study lies in integrating digital transformation and fintech within a single mediation framework, positioning service quality as the mechanism linking technological capabilities to customer satisfaction. The study highlights the importance of complementing technological investment with improvements in service reliability, system responsiveness, transaction security, and overall customer experience to support sustainable customer satisfaction in online transportation services.