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    EXPLORING DISRUPTIVE INNOVATION AND OPERATIONAL PERFORMANCE: A STUDY OF NEOBANKS IN AN EMERGING ECONOMY
    (Bayburt Üniversitesi, 2025) Odesola, Olusegun; Adebisi, Adedayo; Salako, Turayo
    This study investigated the influence of disruptive innovation on customer satisfaction, service quality and operational speed in Nigerian Neobanks. A descriptive research design was employed, with a sample size of 400 interviewees comprising Neobank customers and staff in Southwestern Nigeria. A well-structured questionnaire was used to collect data and structural equation modeling (SEM) was utilized for data analysis. The outcomes reveal that a customer-centric approach (CCA) positively affects quality of Neobanks' service (?=0.284) and significantly enhances satisfaction of customers (?=0.331, p<0.05). However, personalization (PER) and technology-driven services (TDS) have significant negative influences on service quality of Neobanks (?=-0.218; ?=-0.239) and customers satisfaction (?=-0.178; ?=-0.274). Disruptive innovation has no significant effect on speed of operations of the Neobanks (?=0.209), while financial innovation (?=0.134, p<0.05) and leadership competence (?=0.202, p<0.05) enhance it. Perceived risk (?=-0.144) and technological development strategies (?=-0.306, p<0.01) negatively impact speed, indicating potential operational delays. The study's findings offer insights into the alignment of disruptive innovations with Neobank operations, emphasising the need for a balanced approach to innovation and customer satisfaction. Nigerian Neobanks should implement a customer-centric approach to improve service quality and customer satisfaction and invest in leadership development and financial innovation in order to enhance operational speed. Prioritizing innovation alignment is vital for sustainable competitiveness and growth.