• Ms. Anumol M.V.
• Akshaya C Menon

This study explains the effects of perceived usefulness and trust on customers’ adoption of fintech services and its impact on loyalty. In recent years, fintech services have become increasingly popular as more people turn to them for their financial demands. The study aims to determine what influences customers' intentions to use fintech services and how perceptions of trust and usefulness affect these intentions and fintech loyalty. Data was gathered for the study using a quantitative research methodology. As per the study, perceived usefulness and trust positively impact consumers' intentions to use Fintech services and Intention to adopt services leads to fintech loyalty. The findings of the study would be helpful for Fintech businesses, legislators, and researchers interested in the uptake of Fintech services.

Fintech services, customer loyalty, trust, TAM model

"UNDERSTANDING CUSTOMER LOYALTY TOWARDS FINTECH SERVICEs", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 6, page no.h204-h207, June-2023, Available :http://www.jetir.org/papers/JETIR2306728.pdf

"UNDERSTANDING CUSTOMER LOYALTY TOWARDS FINTECH SERVICEs", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 6, page no. pph204-h207, June-2023, Available at : http://www.jetir.org/papers/JETIR2306728.pdf