EXPLORING THE IMPACT OF CUSTOMER SATISFACTION ON CONTINUED USE OF MOBILE BANKING APPLICATIONS

Abstract

In the smartphone era, mobile banking applications have emerged as a critical tool for conducting financial transactions, offering users the convenience to manage their banking needs anytime and anywhere. These applications provide a wide array of services, from checking account balances and transferring funds to applying for loans and paying bills. The adoption and continued use of mobile banking apps depend significantly on customer satisfaction, which is influenced by factors such as usability, security, and reliability. This paper examines the role of customer satisfaction in the continuance intention of mobile banking users. By identifying key factors that contribute to customer satisfaction, including the app's user experience, functionality, and responsiveness, this study highlights the importance of these elements in fostering continued usage of mobile banking services. Understanding the connection between customer satisfaction and continuance intention can help banks and financial institutions improve their mobile banking offerings and maintain long-term customer loyalty. Furthermore, this research underscores the need for ongoing app updates, customer support, and personalized features to enhance user experience and strengthen customer retention in a highly competitive market. The findings emphasize that banks must continuously innovate and address customer feedback to ensure sustained customer satisfaction and promote long-term engagement with mobile banking applications.