Fintech and Sustainability: Charting a New Course for Jordanian Banking

Abstract

This study explores the transformative role of financial technology (fintech) in advancing sustainability, financial inclusion, and customer engagement in Jordan’s banking sector. Utilizing a quantitative descriptive survey design, data were collected from 400 participants—comprising 300 bank customers and 100 banking professionals—through a structured bilingual questionnaire distributed via digital platforms. The study aims to evaluate how fintech innovations align with sustainable finance practices, extend banking access to underserved populations, and influence customer satisfaction. The results reveal strong evidence of fintech’s positive impact across all three domains. Regression analysis confirmed a statistically significant relationship between fintech innovation and the adoption of sustainable finance practices (β = 0.6498, p < 0.001), explaining 42.2% of the variance in sustainability outcomes. Similarly, fintech adoption was found to significantly improve financial inclusion among underserved populations (β = 0.6842, p < 0.001), accounting for 46.85% of the variance in access to services. One-way ANOVA analysis further showed that increased fintech integration significantly enhances customer engagement, with mean satisfaction scores rising progressively with higher fintech usage levels (F = 24.49, p < 0.001). The study underscores that fintech is a critical enabler of ethical banking transformation in Jordan, promoting ESG objectives, reducing financial access disparities, and strengthening customer loyalty. The findings confirm that fintech significantly contributes to sustainable, inclusive, and customer-centric banking practices. These insights support the notion that fintech adoption not only redefines banking operations but also charts a sustainable and socially responsible future for the Jordanian financial sector.