IMPACT OF MOBILE BANKING APPS ON CUSTOMER ENGAGEMENT AND LOYALTY-A STUDY

The rise of mobile banking applications has transformed the landscape of banking services, driving customer engagement and loyalty through enhanced accessibility and personalized features. This study examines the impact of mobile banking apps on customer engagement and loyalty, focusing on key factors such as ease of use, perceived security, and service personalization. Using a quantitative research approach, data was collected from 500 mobile banking users across diverse demographics through a structured survey. Statistical analysis, including regression and correlation, was conducted to determine the relationship between app features and customer engagement, and further, its influence on customer loyalty. Findings reveal that ease of use and personalized service significantly enhance engagement, while perceived security positively impacts loyalty. Moreover, the study underscores the importance of continuous feature upgrades and seamless user experience to maintain customer interest and encourage long-term loyalty. This research offers valuable insights for banks aiming to refine their digital strategies, with implications for enhancing user satisfaction and retention. Keywords: Mobile Banking, Customer Engagement, Customer Loyalty, Ease of Use, Service Personalization, Perceived Security