The Effects of Mobile Banking Applications on User Experience and Customer Loyalty in Nigeria

Ifeanyichukwu Emeka Ezenwaji

Abstract


Through the use of mobile banking application, banks have been able to expand customer base as well as reaching remote areas. For optimal performance of banks, it becomes very critical to study the various factors that could potentially mitigate or foster customer loyalty. In order to ascertain the impact of mobile banking user experience on customer loyalty, this study adopts a quantitative approach in the study of the effects of mobile banking application considering Access Bank, Guaranty Trust Bank (GTB), and Zenith Bank, as this allows for the testing of hypotheses. The findings from the study shows that the user experience construct with the most potential of driving customer loyalty in the Nigerian banking landscape is that of continuous application improvement (CAI), while technical challenges (TC) have the least influence. Furthermore, users of this mobile banking applications are within the youthful age ranges of 18 – 25 and 26 – 35 respectively, which will allow for informed decision by management during the strategizing phase. 


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References


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