THE EFFECT OF USING MOBILE APPS ON CUSTOMER SATISFACTION AND RETENTION IN THE BANKING SECTOR
Keywords:
Mobile Apps, Customer Satisfaction, Retention, BankingAbstract
This research aims to examine the influence of mobile application use on customer satisfaction and retention in the banking sector through a literature review approach. As technology advances, mobile applications have become a vital tool for banks to provide more efficient and user-friendly services to their customers. In this study, various relevant literature is analyzed to understand how mobile applications contribute to increasing customer satisfaction and loyalty. Findings from the literature show that features such as ease of access, speed of transactions, and personalization of services in mobile applications play a significant role in increasing customer satisfaction. These improvements not only improve user experience but also strengthen their long-term relationship with the bank. Furthermore, the literature shows that positive experiences gained from using mobile applications have a direct impact on customer retention. By providing a reliable and responsive platform, banks are able to maintain customer loyalty, reduce churn rates, and increase customer lifetime value. This research concludes that to remain competitive, banks need to continue to innovate in their mobile application development and focus on integrating features that address customer needs and preferences. Thus, investment in mobile application technology not only increases satisfaction, but also ensures the continuity of the relationship between banks and customers in this digital era.
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