Roshan Digital Account: A Digital Innovation in Pakistan and its Impact on Customers’ Satisfaction

Abstract

Digital innovation in banking is crucial to the economic development of a country. The implementation of new technologies enhances the customer experience. The Roshan Digital Account is an excellent setup for the country’s economy and also provides access to investment opportunities. The purpose of this study is to examine the impact of service quality, system security, technology acceptance, and convenience on customer satisfaction while using Roshan Digital Account (RDA). Multiple non-probability sampling techniques were used to collect data from 403 RDA users. SMART PLS 3.0 was applied to analyze the research model based on data collected from respondents through the questionnaire. The results show that all the variables except technology acceptance have an impact on customers' satisfaction while using RDA. This study provides practitioners with more insights to find innovative ways for escalating the efficiency of RDA.