The Impact of Mobile Banking Applications on Customer Engagement and Satisfaction

Dr. Shivani Guru - Assistant Professor ,Amity Business School , Amity University, Chhattisgarh, Raipur, Email-  sguru@rpr.amity.edu

Anshita Runijha, student Amity Business School , Amity University, Chhattisgarh, Raipur,

Email- anshitarunijha18@gmail.com

Abstract

Digital tech advancements have changed the global money scene, with phone banking now key to financial access, ease, and better service. In India more people use phone banking because of increased smartphone ownership, government digital programs, and changing customer needs. Though widely used, we still need to study how different phone banking features affect customer involvement and happiness in government-owned banks like Bank of Baroda.

This research looks at how phone banking apps affect customer involvement and happiness. It aims to find which features most improve user experience and to assess how ease of use, functions, safety, and speed shape customer views and loyalty. The study uses Bank of Baroda's 'bob World' app as an example to put findings in context.

We used a descriptive research plan with a number-based approach. We gathered new data through set questions from a group of young adults aged 18–34. The survey checked things like how often people use the app how easy it is to use how safe it seems, its speed, functions, and overall user happiness. We then used math tools to analyze the data to find patterns and links between user involvement and app features.

The research showed that app functionality has the biggest impact on customer satisfaction. This includes how easy the app is to use, what services it offers, and how well it works. While some users worry about security, it's not the main thing that makes younger, tech-savvy users happy. People liked features such as moving money, paying bills, and topping up their phones. They also wanted better security faster speeds, and a nicer-looking app. Bank of Baroda's work to add new features like AI helpers, support for many languages, and tools for investing has boosted user engagement. But the study also points out areas that need work, like how fast customer support responds and how well people know about security measures. In the end, these findings show how important it is to design banking apps with users in mind and to keep coming up with new digital ideas to build customer loyalty over time in the banking world.

Keywords :

Mobile banking, customer satisfaction, digital banking, service functionality, usability, Bank of Baroda, bob World, mobile app performance, financial technology, user engagement.