Kaspi.kz as a Fintech Super App in an Emerging Market: A Comparative Perspective

Seitmagambetova Aiym (2025) Kaspi.kz as a Fintech Super App in an Emerging Market: A Comparative Perspective. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

Nowadays, fintech and super apps have become an integral part of the modern economy, and they are significantly stimulating its development. This thesis paper investigates the historical evolution of financial technology, how it went from simple digital payments to full platforms over the decades. Furthermore, the study investigates the factors that contributed to the emergence and success of these “super apps”, specifically Kaspi.kz – the leading fintech app in Kazakhstan.By using both primary and secondary data, the study examines the impact of Kaspi.kz’s integrated model on consumer behaviour and trust in digital finance. A comparative analysis of Kaspi.kz in Kazakhstan and Revolut in Europe was conducted to identify how super apps develop across emerging and developed markets.A quantitative survey helps to explore consumers’ behaviour, trust and satisfaction towards the app. Analysing the collected data and employing Principal Component Analysis (PCA), the study identifies three main variables in user experience: satisfaction, trust– convenience, and cost-efficiency. Findings reveal that Kaspi.kz is considered a convenient and trustworthy platform, while cost-efficiency is not very smooth. Since 82% of survey participants are 34 years old or younger, the findings primarily relevant to younger age groups and digital active users.The study concludes that super apps in emerging economies are significant not only as business platforms, but they also work as a bridge between people and companies to increase financial accessibility and social involvement.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Pénzügy és Számvitel

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Consumer behavior, digital finance, digitalizálás - digitalizáció, emergin market, financial inclusion, fintech, fogyasztói magatartás, pénzügy, super apps
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:10
Utolsó módosítás:	2026. Júl. 09. 11:10

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