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EMAC 2023 Annual

Perceptions of user experience and service quality based on online ratings of mobile banking applications

Published: May 24, 2023


Tamás Csordás, Corvinus University of Budapest; Mónika Alt, Babeș-Bolyai University; Ariel Mitev, Corvinus University of Budapest


Mobile banking as a new service delivery platform is becoming of paramount importance for financial institutions. Yet, a precarious balance needs to be found between secure operations due to the peculiarity of financial services and seamless customer experience, a now basic consumer expectation. In our research, we investigated consumers’ perceptions of mobile banking apps by content-analyzing textual consumer reviews (n=1000) of smartphone apps of leading Hungarian and Romanian banks with the aim of exploring the main dimensions of consumer satisfaction. Our results show that banking app reviews are relatively more negative and more emotionally engaged than other industries’, hinting that such apps are tools of everyday importance but also that the sector is lagging behind. The most common complaints pertained to inoperability, bugs in various features and limited customer experience (missing features). The perceived quality of apps reflected through reviews can provide important feedback for financial institutions in the process of improving the quality of their mobile banking apps.