An Assessment of Mobile Banking Platform Enhancements on Boosting Customer Engagement in Banking: A Case Study of Ecobank Nigeria
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Background of the Study
Mobile banking platforms have revolutionized customer interactions with financial services by providing convenient, on‐the‐go access to banking functions. Ecobank Nigeria has continuously enhanced its mobile platform by integrating features such as biometric authentication, personalized dashboards, real time alerts, and intuitive navigation. These enhancements aim to improve the overall user experience, thereby driving higher customer engagement and loyalty. By leveraging modern design principles and cutting‐edge technology, Ecobank strives to make its digital services more accessible, secure, and user-friendly. Research has shown that improved mobile banking features are closely associated with increased user engagement, as customers tend to use digital channels more frequently when the experience is seamless and satisfying (Udo, 2023; Ibrahim, 2023). Enhanced functionality not only reduces transaction time and errors but also encourages customers to explore additional services, leading to increased cross-selling opportunities. However, challenges such as occasional app downtime, inconsistent performance across devices, and a digital literacy gap among some users can diminish the intended benefits. This study will assess the impact of these platform enhancements on customer engagement by analyzing usage metrics, customer satisfaction surveys, and focus group feedback. The findings will help determine the effectiveness of current features and suggest improvements to further boost engagement.
Statement of the Problem
Despite significant enhancements to its mobile banking platform, Ecobank Nigeria experiences mixed levels of customer engagement. While many users appreciate the new features, others report difficulties with navigation, occasional slow response times, and compatibility issues on older devices. These challenges hinder the overall digital experience and may reduce the frequency of usage among certain customer segments, particularly those with lower digital literacy. Inconsistent app performance across different operating systems further complicates user engagement efforts. Additionally, the lack of continuous real-time feedback mechanisms makes it difficult for the bank to quickly address usability issues and optimize features. As a result, the full potential of the platform enhancements is not realized, and customer satisfaction may suffer. This study aims to identify the key usability challenges and evaluate their impact on customer engagement, thereby providing actionable insights for further improvement.
Objectives of the Study:
1. To assess the impact of mobile banking platform enhancements on customer engagement at Ecobank Nigeria.
2. To identify usability challenges affecting digital engagement.
3. To recommend strategies for optimizing mobile banking features.
Research Questions:
1. How do platform enhancements affect customer engagement levels?
2. What usability issues hinder optimal mobile banking usage?
3. What improvements can be made to enhance the user experience?
Research Hypotheses:
1. Enhanced mobile features significantly boost customer engagement.
2. Usability challenges negatively affect digital banking adoption.
3. Targeted feature improvements lead to higher user satisfaction.
Scope and Limitations of the Study:
The study focuses on Ecobank Nigeria’s mobile banking platform, using usage data, customer surveys, and focus groups. Limitations include variations in device performance and potential self-reporting biases.
Definitions of Terms:
• Mobile Banking Platform Enhancements: Upgrades and new functionalities implemented in the mobile banking app.
• Customer Engagement: The degree of interaction and satisfaction with digital banking services.
• Digital Literacy: The ability to effectively use digital platforms.
• User Interface (UI): The design and layout of the mobile app.
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