Examining Challenges In Mobile Banking: Insights From The Consumer's Perspective

Abstract

Mobile banking is a contemporary and convenient banking service that has transformed the financial industry, offering customers easy access to their bank accounts and a wide array of banking services via their mobile devices. Despite its numerous advantages, the widespread acceptance of mobile banking still faces several challenges. This paper delves into the obstacles encountered in the realm of mobile banking and the perspectives of consumers on its adoption. In Pakistan, customers have displayed a favorable disposition towards mobile banking, largely due to its user-friendly interface, aesthetically pleasing design, swift and efficient account management, robust security measures, and the availability of various features and services. Notably, while customers generally hold a positive view of mobile banking, they have expressed dissatisfaction with the quality of customer service. The rise of mobile technology has revolutionized the banking industry, with mobile banking services offering convenience and real-time access to finances. However, widespread adoption is hindered by challenges from the consumer's perspective. This study explores these challenges, focusing on security concerns, lack of personal interaction, digital literacy barriers, and limited functionalities within mobile banking applications. The research investigates how these factors, along with reliability issues and hidden fees, can discourage user adoption.  The data for this study was collected using a mixed-methods approach, combining both quantitative and qualitative research methods .The positive coefficients for both accessibility and customer opinions indicate that they contribute positively to mobile banking customer satisfaction. The T-values suggest that both predictors are statistically significant (p < 0.05).the study suggests that improving accessibility and addressing customer opinions can enhance mobile banking satisfaction.