FACTORS OF SATISFACTION OF USERS OF THE MOBILE BANKING APPLICATION
https://doi.org/10.24412/2225-8264-2024-4-844
Abstract
The article discusses approaches to the study and assessment of customer satisfaction factors, analyzes the factors that influence the behavior of users of a mobile banking application. The characteristic of the current state of the market of remote banking services is given. The article proposes a methodology for studying the factors of satisfaction of users of a mobile banking application. The online survey, the Kano method, and statistical analysis of conjugacy tables were chosen as research methods. The object of the study is the mobile banking application of Surgutneftegazbank JSC — SNGB Online. As a result of the study, the factors that most affect satisfaction and desire to use the bank's mobile application are formulated. These factors include convenience and functionality, the appearance of the application pages, design, the presence of a chatbot, and additional functions from the partners. Using the conjugacy tables method, it was revealed that women are ready to use the largest number of functions, which must be taken into account when promoting the application. The authors have developed recommendations, the implementation of which will help to form the needs for using the application, stimulate its download and increase customer satisfaction with the SNGB Online. Companies that operate in the banking and financial services market and use online applications to interact with customers can apply these research results.
About the Authors
N. B. Izakova
Urals State University of Economics
Russian Federation
Russian Federation
Natalia B. Izakova, Candidate of Economic Sciences, Associate Professor
L. M. Kapustina
Urals State University of Economics
Russian Federation
Russian Federation
Larisa M. Kapustina, Doctor of Economic Sciences, Professor
Ju. A. Ovcharenko
Urals State University of Economics
Russian Federation
Russian Federation
Julia A. Ovcharenko, Master of Management
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Review
For citations:
Izakova N.B., Kapustina L.M., Ovcharenko J.A. FACTORS OF SATISFACTION OF USERS OF THE MOBILE BANKING APPLICATION. Herald of Siberian Institute of Business and Information Technologies. 2024;13(4):106-111. (In Russ.) https://doi.org/10.24412/2225-8264-2024-4-844
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