Ideal Self-Congruence: Neobanking by Traditional Banks and the Impact on Market Share - A Case of Uae Banks

Purpose: The aim of this study is to examine the effect of adopting neobanking on the market share of traditional banks in the UAE and test the influence of financial performance indicators on the banks’ market share after the digital transformation.   Theoretical framework: The financial service sector has been undergoing major transformation due to technological developments and innovations in terms of operating efficiency, client acquisition and organizational structure. Banks are accelerating digital transformation in an attempt to enhance digital presence, lower costs and gain market share.  Neobanking is a recent innovation in the Fintech space that has disrupted the financial services sector.   Design/methodology/approach: This study employs published data of quarterly financial statements from 2012- 2021. Chow Test was applied, with known structural breaks in the data, based on the implementation of neobanking and our results are based on pooled regression.   Findings: The results reveal that neobanking has influenced the bank specific factors and those factors have affected the market share. NPL, ROE and NIM are critical for the market share with each variable affecting all banks contrarily. This paper further identifies that NPL and NIM has a favourable impact on the market share of only one bank. Cost efficiency has no effect on the market share of the banks in the period after launching neobanking.   Research, Practical & Social implications: The study has important implications for the management of banks as the results affirm that structural changes made to adopt digital transformation by firms is the key to derive the favorable effects in terms of increased revenue, profitability and lower credit risk.   Originality/value: Neobanking is the most recent disruptor in the financial services sector and effect of digitalization in banking sector is becoming the focus of literature of commercial banks. This paper provides insights into bank specific variables that impact financial performance after its digital transformation