CUSTOMER ATTITUDES TOWARDS THE USE OF MOBILE BANKING APPLICATIONS OFFERED BY PRIVATE BANKS IN BANGLADESH

Abstract

This qualitative study explores the attitudes of customers towards the use of mobile banking applications offered by private banks in Bangladesh. The study aims to investigate perceived usefulness, ease of use, trust and security concerns, and the benefits of using mobile banking applications. Data was collected through interviews with 40 participants, and the findings were analyzed to identify common themes and patterns. The results indicate that the majority of participants perceive mobile banking applications as useful in facilitating their banking transactions and find them easy to use. Participants also express trust in the security measures implemented by the banks. Additionally, customers value the benefits of using mobile banking applications, including convenience, time-saving, and accessibility. These findings align with previous research and highlight the importance of designing user-friendly applications that offer tangible benefits to customers. Trust and security are crucial factors that influence customer adoption and continuance intention towards mobile banking applications. The study emphasizes the need for strong security measures and transparent communication to build customer trust. The practical implications of the findings suggest that private banks should focus on designing user-friendly and secure mobile banking applications. Effective marketing and communication strategies should highlight the convenience and time-saving benefits of using these applications. Addressing technical issues, improving user experience, and strengthening security measures are essential to promote wider adoption and enhance customer satisfaction. It is important to acknowledge the limitations of this study, as the findings are specific to the context of private banks in Bangladesh. Future research should explore customer attitudes in different contexts and include non-users of mobile banking applications to gain a broader understanding of the factors influencing adoption. Alternative data collection methods could also provide more nuanced insights. This study provides valuable insights into the attitudes of customers towards mobile banking applications in the private banking industry of Bangladesh. The findings can inform the design and implementation of mobile banking applications and contribute to the growing body of literature on mobile banking adoption.