Purpose
The study aims at investigating the role of FinTech banking in improving the banking market share in the Egyptian banking industry as an emerging market.
Design/methodology/approach
Using quantitative and qualitative analysis for the market's share of Egyptian banks, this study examined the period from 2013 to 2019 for seven banks under quantitative analysis on the one hand, and the study data collection for 412 banks' clients under qualitative analysis on the other hand.
Findings
According to quantitative analysis, the study found the reflection of FinTech on the market shares of banks through banking investments in FinTech hardware. This variable explains 14% of the change in the market shares of banks. According to qualitative analysis, the study found the reflection of FinTech on the market shares of banks through existing and potential clients, by influencing the level of client satisfaction, On the other hand, FinTech is improving the perceived mental image of banks; these variables explain 68.19% of clients' preferences for banks.
Originality/value
The study used two distinct analytical methods to investigate FinTech banking's role in improving the banking market share; the findings provide new insights into FinTech banking investing as a supporter of competitive positioning for banks and provide implications for practitioners and FinTech developers, as well as contribute to the literature of FinTech banking adoption for retail clients. The bank should invest in FinTech banking, innovation, and training staff and clients; that will improve the bank's image for potential clients and give existing clients quality and ease of use to increase client satisfaction. Banks can grasp what causes client pleasure in FinTech to improve their market share.