An evaluation of mobile banking feature enhancements on user engagement in finance: a case study of Heritage Bank
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Background of the Study
Mobile banking has revolutionized the way customers interact with financial services, making feature enhancements crucial for increasing user engagement. Heritage Bank has recently introduced a series of mobile app enhancements, including intuitive user interfaces, personalized dashboards, and integrated financial management tools. These improvements are designed to simplify navigation, enhance security, and provide a seamless digital experience, thereby encouraging higher usage rates among customers (Ogun, 2023). By incorporating real-time analytics and user feedback, the bank continuously refines its mobile features to meet evolving customer needs.
The enhanced mobile banking platform allows users to perform a range of functions, from basic transactions to advanced investment management, all within a single application. This integration not only boosts convenience but also deepens customer engagement by offering tailored financial insights and personalized recommendations (Adewale, 2024). As competition in digital banking intensifies, such enhancements are critical in differentiating Heritage Bank from its peers and in driving customer loyalty. The bank’s strategy is supported by regular updates, robust cybersecurity measures, and user training initiatives that together foster an environment of trust and satisfaction (Eze, 2025).
However, challenges remain in ensuring that these feature enhancements are uniformly adopted and effectively utilized by all customer segments. Variations in digital literacy, device compatibility issues, and intermittent network connectivity can hinder the full potential of mobile banking enhancements. This study aims to evaluate the impact of Heritage Bank’s mobile banking feature enhancements on user engagement, exploring the benefits of increased functionality and the challenges faced during implementation, and providing recommendations for further improvement.
Statement of the Problem
Despite significant enhancements to its mobile banking platform, Heritage Bank faces challenges in achieving optimal user engagement across all customer segments. One primary issue is the digital divide, where differences in digital literacy among customers result in uneven adoption of the new features (Ogun, 2023). Some users struggle with navigating the enhanced interface, leading to underutilization of available functionalities. Furthermore, device compatibility and network issues, especially in rural areas, contribute to inconsistent performance and user frustration (Adewale, 2024).
Another challenge is the continuous need for technical support and regular updates to address emerging issues and security threats. These demands can strain the bank’s resources and delay the rollout of improvements, negatively affecting user experience. Additionally, while the platform offers a comprehensive suite of features, the lack of personalized onboarding and user education initiatives limits the effective use of these enhancements, thereby reducing overall engagement levels (Eze, 2025). Consequently, there exists a gap between the potential benefits of mobile banking enhancements and their actual impact on user engagement.
This study seeks to identify and analyze these barriers by examining user feedback, app performance data, and customer support records. The goal is to provide actionable recommendations that will enhance user adoption and ensure that the full benefits of mobile banking enhancements are realized.
Objectives of the Study
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To assess the impact of mobile banking feature enhancements on user engagement at Heritage Bank.
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To identify challenges affecting user adoption and platform performance.
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To recommend strategies for improving digital literacy and technical support.
Research Questions
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How do mobile banking enhancements influence user engagement at Heritage Bank?
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What challenges hinder the adoption of new mobile features?
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What measures can improve user education and platform performance?
Research Hypotheses
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H₁: Mobile banking feature enhancements significantly increase user engagement.
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H₂: Digital literacy and network issues negatively affect feature adoption.
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H₃: Enhanced user education and technical support improve overall engagement.
Scope and Limitations of the Study
This study examines Heritage Bank’s mobile app usage across urban and rural regions, drawing on app analytics, customer surveys, and support logs. Limitations include regional connectivity differences and potential self-reporting biases.
Definitions of Terms
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Mobile Banking Feature Enhancements: Upgrades and improvements to a mobile banking application designed to improve functionality and user experience.
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User Engagement: The extent to which customers interact with and utilize digital banking services.
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Digital Literacy: The ability to effectively use digital tools and technologies.
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