The Impact of Mobile Banking Application Quality on Customer Loyalty "A Case Study on Masrafy Plus Application at Jumhouria Bank, Souq Al-Juma Branch in Tripoli"
Authors
Ms. Jawaher Abdulfattah Shalfeet
Abstract
The study aimed to determine the impact of mobile banking application quality on customer loyalty at Jumhouria Bank, Souq Al-Juma branch in Tripoli, focusing on key dimensions: (ease of use, security and privacy, performance speed, and reliability). The study adopted a descriptive-analytical approach, collecting data from a random purposive sample of 143 users of the "Masrafy Plus" application. Findings indicated that mobile banking application quality directly and positively affects customer loyalty, with overall quality dimensions accounting for 62.9% of the variance in customer loyalty.
Keywords
Mobile banking application quality - Masrafy Plus application - Ease of use - Security and privacy - Performance speed - Reliability - Customer loyalty.
How to cite
Ms. Jawaher Abdulfattah Shalfeet (2024). The Impact of Mobile Banking Application Quality on Customer Loyalty "A Case Study on Masrafy Plus Application at Jumhouria Bank, Souq Al-Juma Branch in Tripoli". Al-Afaq Scientific Journal, Volume 5, Issue 12.