An evaluation of mobile application feature enhancements on driving digital engagement in banking: a case study of Heritage Bank
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Background of the Study
Mobile applications are the primary interface for digital banking, and their usability plays a critical role in driving user engagement. Heritage Bank has recently introduced several feature enhancements to its mobile application, including streamlined navigation, personalized dashboards, and advanced security measures. These improvements are designed to provide a seamless and secure user experience that encourages more frequent digital interactions (Ade, 2023; Kemi, 2024). By continuously refining its mobile app, Heritage Bank aims to increase digital engagement and broaden its customer base, aligning with its overall digital transformation strategy.
Statement of the Problem
Despite significant feature enhancements, Heritage Bank faces challenges in fully driving digital engagement through its mobile application. Variations in customer digital literacy and inconsistent network performance can limit the effective use of advanced features. Furthermore, while the updated interface is designed to be user-friendly, frequent updates may lead to user confusion and adaptation challenges (Ade, 2023). Additionally, cybersecurity concerns may deter some customers from using the mobile app, thus impeding digital engagement (Kemi, 2024). These issues necessitate a thorough evaluation of how the mobile application enhancements impact overall digital engagement and what strategies might be implemented to address these challenges.
Objectives of the Study
- To evaluate the impact of mobile application feature enhancements on digital engagement at Heritage Bank.
- To identify challenges related to digital literacy, network performance, and cybersecurity.
- To recommend strategies for further optimizing mobile app usability and customer engagement.
Research Questions
- How do mobile application feature enhancements affect digital engagement at Heritage Bank?
- What barriers limit the effective utilization of enhanced mobile features?
- How can the bank optimize its mobile application to boost digital engagement?
Research Hypotheses
- H1: Mobile application feature enhancements significantly increase digital engagement at Heritage Bank.
- H2: Issues related to digital literacy and network performance negatively affect app usage.
- H3: Improved cybersecurity measures and user support enhance digital engagement.
Scope and Limitations of the Study
This study focuses on Heritage Bank’s mobile application enhancements and their impact on digital engagement. Limitations include variability in network connectivity and differences in customer digital literacy.
Definitions of Terms
- Mobile Application Feature Enhancements: Updates and improvements to the functionalities and user interface of a mobile banking app.
- Digital Engagement: The level of interaction and usage of digital banking services by customers.
- User Experience: The overall satisfaction and ease of use experienced by the app’s users.
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