An Investigation of Mobile App Usability and Customer Retention in Banking: A Case Study of Fintech Firms in Niger State
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Background of the Study
Mobile banking apps have transformed the financial services industry, offering customers greater convenience, accessibility, and real-time transaction capabilities (Onyeagusi & Thomas, 2024). For fintech firms, providing a seamless mobile app experience is crucial to maintaining customer satisfaction and fostering customer loyalty. Usability factors such as ease of navigation, functionality, and responsiveness can significantly influence customer retention.
In Niger State, fintech firms are increasingly relying on mobile apps to attract and retain customers. However, some firms struggle with ensuring that their mobile apps meet customer expectations in terms of usability, which may affect long-term retention. This study investigates the relationship between mobile app usability and customer retention in fintech firms in Niger State, highlighting factors that influence user satisfaction and loyalty.
Statement of the Problem
Despite the widespread adoption of mobile banking apps, many fintech firms in Niger State face challenges related to usability. Poor user interfaces, slow performance, and complex navigation can lead to customer dissatisfaction and high churn rates. This study aims to investigate how mobile app usability affects customer retention in fintech firms in Niger State.
Objectives of the Study
- To assess the impact of mobile app usability on customer retention in fintech firms in Niger State.
- To identify key usability factors that influence customer satisfaction in mobile banking apps.
- To recommend strategies for improving mobile app usability to enhance customer retention.
Research Questions
- How does mobile app usability impact customer retention in fintech firms in Niger State?
- What usability factors most significantly influence customer satisfaction with mobile banking apps?
- What strategies can fintech firms adopt to improve mobile app usability and customer retention?
Research Hypotheses
- Mobile app usability does not significantly impact customer retention in fintech firms in Niger State.
- Key usability factors do not significantly influence customer satisfaction with mobile banking apps.
- Strategies for improving mobile app usability do not significantly enhance customer retention.
Scope and Limitations of the Study
The study focuses on fintech firms in Niger State that offer mobile banking apps, conducted between 2023 and 2025. Limitations include variations in app design and user experience, as well as customer differences in tech-savviness and device capabilities.
Definitions of Terms
Mobile App Usability: The ease with which customers can use a mobile banking app to perform tasks such as transactions, checking balances, and accessing services.
Customer Retention: The ability of a fintech firm to retain customers over time, often measured by repeated app usage and long-term engagement.
Customer Satisfaction: The level of contentment customers feel towards the service or product offered by the fintech firm.
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