ASSESSMENT OF FINANCIAL TECHNOLOGY SERVICES FOR VALUE CO-CREATION OR VALUE CO-DESTRUCTION IN EMERGING ECONOMIES: ISPAR MODEL

Financial Technology (FinTech) has made the lives of customers easier by a combination of the technological and financial sectors, eventually enabling the promotion of Branchless Banking. Pakistan has seen the rapid adoption of Branchless Banking (BB) in the past decade that is evident from encouraging trends during the financial year 2020. However, the application of FinTech is at an evolutionary stage in the services sector, particularly in the banking industry. Service providers face the challenge to resolve the nuances of customers' journeys due to glitches still existing in BB. This study investigated the issues of FinTech based upon critical incidents that were identified by using netnographic methodology. NVivo 12 plus used for qualitative thematic analysis of the netnographic data. It helps to explore antecedents that may create value co-creation or value co-destruction and its consequences by adopting the ISPAR model of Service Science. Findings indicate that there are few common triggers of value co-destruction such as unhelpful service providers, fraud, nonprovision of services and similarly realization of value, quick feedback, instant resolution of the issue creating value co-creation respectively. This research provides an imputes to BB service providers to focus on the identified antecedents of successful realization of value to thrive in this sector.