Towards Understanding the Consumer Behavior of Mobile Banking Applications for Management Decision Makers

Author: Hani Ibrahim Younis

Issue: Fall Issue, 2023

Abstract

The rapid growth of mobile applications in the banking sector has been increasing due to the ease of use and saving the time of users. However, the fierce competition between banks draws attention to the factors that increase the use of banking mobile applications to maintain the level of satisfaction of the customers of each bank. One of the crucial aspects that decision-makers need to understand is the consumer behavior of mobile banking applications. Therefore, this research paper aims to present a comprehensive exploration of mobile banking adoption by examining the interplay of cultural dynamics, usability, cross-cultural comparisons, economic factors, and the significance of longitudinal insights. It elucidates how cultural norms and societal expectations impact adoption, emphasizing regional variations. The study also dissects mobile banking app interfaces to enhance user-friendliness, tailoring them to diverse user preferences. Cross-cultural comparisons shed light on the interplay between culture, economics, and regulations. It scrutinizes economic factors, considering income levels and financial literacy while emphasizing the importance of longitudinal studies for tracking evolving adoption patterns. This research not only advances our knowledge of mobile banking adoption but also offers practical insights for banks, policymakers, and service providers as they navigate the rapidly evolving mobile banking landscape in an increasingly digital world.