Impact of Digital Payment Systems (Easypaisa and JazzCash) on Customer Satisfaction in Sindh, Pakistan

Abstract

This paper will look at how the digital payment systems, Easypaisa and JazzCash, affect customer satisfaction in Sindh province of Pakistan. Primary data were gathered in 384 respondents in the urban, semi-urban, and rural Sindh using a cross-sectional survey methodology. A structured questionnaire with a five point Likert scale was used to elicit satisfaction on six dimensions, namely ease of use, speed of transaction, security and trust, cost affordability, reliability of the network and customer service. The data were analysed using descriptive statistics, correlation analysis, one-way ANOVA and multiple regression analysis. The results show that transaction speed ( β= 0.297 and p = 0.001) and security ( β= 0.284 and p = 0.001) have the highest predictors of overall satisfaction. The overall satisfaction scores at Easypaisa were slightly higher than those at JazzCash, but only the security perception and overall satisfaction (p < 0.05) have statistically significant differences. Urban respondents score much higher on satisfaction scores compared to rural respondents and network reliability and digital literacy are the most important barriers in rural Sindh. The research is relevant to the literature on the adoption of fintech in developing nations and puts forward practical suggestions to policymakers and digital financial service providers. These results are in line with the national trends and the State Bank of Pakistan reported that by FY202425, over three quarters of retail transactions were made via digital channels.

Keywords: Digital payments, easy paisa, Jazz cash, Financial institutions, technology acceptance