Title: Transforming Multidisciplinary Research Through Artificial Intelligence
Chief Editors: Dr. Nagasudha R and Dr. Geetha V
Associate Editors: Dr. Aarti Sharma and Ms. P. Nithyashankari
Co-Editors: Dr. Madhumathi Reddim and Dr. Shishira Srinivasa
ISBN: 978-93-7183-019-5
Chapter: 12
DOI: https://doi.org/10.59646/804/12
Author: Dr. N. Thyagaraju
Abstract
As mobile banking becomes more popular, users’ satisfaction and loyalty with banks is shaped by how they use these services. Mobile banking is a growing trend that has changed the way customers interact with financial services and has affected their satisfaction and loyalty with financial institutions. The research paper aims to analyse how mobile banking affects customer satisfaction and loyalty, focusing on the convenience, accessibility and security of mobile services, as well as their usability and overall customer banking experience. The research is a mixed-method design where the quantitative data are obtained from structured questionnaires while the qualitative data are obtained from interviews with mobile banking users. The findings suggest that mobile banking indeed has a significant impact on customer satisfaction through its facilitation of convenient, faster and easier financial services to customers. The convenience of features like instant transactions, 24-hour availability, user-friendliness, and minimizing the need for physical bank branches are highly appreciated by customers. But security and privacy issues, technical issues, failed transactions and lack of digital literacy may impact the customers’ experience and their trust in mobile banking. Furthermore, mobile banking services are essential in creating customer loyalty because satisfied customers are more likely to remain with their bank, to recommend their bank’s services and to keep a long-standing relationship with their bank. The paper also notes the need to make mobile applications more user friendly, reinforce cyber security, ensure better technical support and create more customer-focused digital services to increase customer satisfaction and loyalty. This study highlights the importance of mobile banking in enhancing customer relationships and competitiveness of financial institutions by exploring the association between mobile banking, customer satisfaction and customer loyalty. The results can be applicable for banking managers, decision makers, and technology developers looking for better mobile banking solutions and sustainable customer relationships in a digitizing financial world.
Keywords: Mobile banking, Customer satisfaction, Customer loyalty, Digital banking, Mobile financial services, Banking services, Service quality, Customer experience, Security, Digital transformation