EVALUATING THE USERS' PERCEPTIONS OF SERVICE QUALITY OFFERED BY BANKS VIA MOBILE APPLICATIONS

The use of modern technology has significantly altered how all economic entities operate as well as how customers and clients behave and expect to be treated. The financial sector has experienced substantial changes as a result of the digitalization process in the last decade. These modifications pertain to the client service delivery system, information exchange inside and between financial institutions, service quality, and the degree of security of digital channels used to deliver services to customers. As the most significant type of financial institution in the world and in the Republic of Serbia, banks have mostly digitized their customer communications and business processes. The high degree of service quality is of particular significance for customers. This article specifically aims to assess customer satisfaction with financial services delivered via banking application. For the purposes of this research study, 200 users of banking applications in the Niš region, representing a broad range of age groups, were surveyed. The SERVQUAL model was used to assess user satisfaction, and the data was processed in the SPSS software program with appropriate tests. Since the level of service quality from the perspective of users in Niš is not at a satisfactory level, we concluded from the analysis that banks must keep working on enhancing their apps and security.