The Strategic Role of FinTech in Enhancing Customer Value: A SAP-LAP Case Analysis

Abstract

The Indian banking sector is undergoing a profound transformation. Rapid advancements in financial technology, evolving customer expectations and competition from digital native firms are driving this change. Prior studies acknowledge the role of technology in improving efficiency and service delivery. However, limited research integrates strategy, platform development, customer value and organizational outcomes within one framework for public sector banks. This study addresses the gap by examining how technology enhances customer value at the State Bank of India. The study uses a descriptive analytical case study approach. It analyses secondary data from annual reports, regulatory publications and industry reports. The SAP-LAP framework synthesizes the strategic context, stakeholders, digital transformation processes, managerial learning, actions and performance outcomes. The analysis highlights the transition from a branch centric model to a platform-led digital architecture. Key initiatives include integrated digital platforms, private cloud infrastructure and analytics driven decision systems. Findings show that technology functions as a strategic capability rather than a simple upgrade. FinTech enables customer convenience, faster service, personalized offerings and improved reliability. These initiatives simultaneously strengthen financial performance and operational resilience. The study demonstrates how a large public sector bank leverages technology to enhance customer value and achieve holistic business transformation. These insights offer practical value for banking strategists, policymakers and financial institutions managing digital change in emerging markets.