A STUDY ON THE IMPACT OF MOBILE BANKING ON CONSUMER SATISFACTION IN EMERGING MARKETS

Introduction: The research addresses the impact of mobile banking on consumer satisfaction in emerging markets, investigating adoption patterns, usage trends, and demographic influences. Against the backdrop of a rapidly evolving financial landscape, understanding the dynamics of mobile banking is crucial for optimizing services and fostering financial inclusion.

Methods: The study employed a convenience sampling method, recruiting 150 participants from diverse backgrounds. Utilizing Likert scale questions, the research assessed mobile banking behaviors and satisfaction levels. The One-Way ANOVA (Welchs) and Independent Samples T-Tests were applied to analyze age and gender influences on adoption and satisfaction.

Results: Key findings reveal a high frequency of mobile banking usage, positive perceptions of accessibility, ease of use, and security. Age emerged as a significant factor influencing adoption patterns and satisfaction levels. Statistical analyses indicated a notable difference in mean scores across age groups. Gender, however, did not exhibit a significant impact on mobile banking behaviors.

Conclusion: The study concludes that mobile banking holds substantial promise for enhancing consumer satisfaction in emerging markets. Age-specific strategies are recommended for targeted marketing and outreach. The findings contribute valuable insights for financial institutions, policymakers, and researchers navigating the dynamic landscape of mobile banking in emerging economies.