Abstract
This study examines FinTech adoption in the Palestinian banking sector, highlighting its role in driving innovation, improving customer satisfaction, and ensuring competitiveness. Using an extended Technology Acceptance Model (TAM) and SmartPLS 4.0 software for structural equation modeling, the research investigates factors influencing FinTech adoption among Palestinian bank customers. Findings show high adoption rates, with nearly half of customers also using non-bank FinTech services. While most prefer FinTech solutions from their banks, many are open to switching providers for better service, convenience, or pricing. Brand strength, trust, and awareness significantly impact perceptions of ease of use and usefulness. Customers trust bank-provided FinTech for precision and reliability but remain concerned about security. A lack of customer awareness highlights the need for targeted educational campaigns. These insights confirm the selection of an extended TAM framework as being an appropriate analytical tool in the Palestinian banking sector, incorporating brand, trust, and awareness alongside ease of use and usefulness. It emphasizes the need for banks to innovate, strengthen security, and enhance awareness efforts to retain and attract customers in a competitive landscape.
