Factors Affecting User Satisfaction with Mobile Banking Applications: A Survey-Based Study among University Students in Pakistan
DOI:
https://doi.org/10.71146/kjmr883Keywords:
Mobile Banking, User Satisfaction, Perceived Usefulness, Ease of Use, Security and Privacy, Service QualityAbstract
The rapid proliferation of mobile banking applications has transformed the financial services landscape, particularly in developing economies like Pakistan. This study investigates the factors affecting user satisfaction with mobile banking applications among university students. With the growing adoption of digital financial services, understanding what drives user satisfaction has become essential for banks and financial institutions seeking to retain customers and improve service delivery. This research employed a quantitative research approach using a structured questionnaire consisting of 36 items measured on a 5-point Likert scale. The questionnaire was administered to 76 undergraduate students from Air University Multan Campus who actively use mobile banking applications. The instrument assessed six key dimensions: perceived usefulness, ease of use and navigation, security and privacy, service quality and reliability, user satisfaction and continuance intention, and challenges including technical difficulties and security concerns. Data were analyzed using SPSS version 26, employing descriptive statistics, correlation analysis, and multiple regression analysis. The findings reveal that perceived usefulness, ease of use, and security and trust are significant predictors of user satisfaction with mobile banking applications. The study contributes to the existing literature on mobile banking in the context of higher education students and provides practical guidance for banks and financial institutions seeking to enhance their mobile banking services.
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Copyright (c) 2026 Abubakar, Muhammad Ahmad Ijaz , Muhammad Umer , Abdul Moueed Alvi (Author)
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