THE ROLE OF MOBILE APPLICATIONS IN ENHANCING BANK CUSTOMER LOYALTY
DOI:
https://doi.org/10.55640/Keywords:
Mobile banking applications; customer loyalty; digital banking; customer engagement; financial services; user experience; banking sector.Abstract
This article explores the role of mobile banking applications in improving customer loyalty in the banking sector. The study examines how digital tools, particularly mobile applications, contribute to enhancing customer satisfaction, engagement, and retention. Special attention is given to the features and functionalities of mobile apps that influence customer behavior, such as ease of use, security, personalization, and accessibility of banking services. The research highlights the impact of mobile banking on the overall quality of financial services and its potential to strengthen long-term relationships between banks and clients. Using analytical and survey-based methods, the study evaluates customer perceptions and identifies key factors that drive loyalty in the digital banking environment. The findings indicate that well-designed mobile applications significantly enhance customer loyalty, increase trust in banking institutions, and contribute to competitive advantage in the modern financial market.
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