This study looks into how mobile marketing strategies affect user satisfaction in the banking sector, focusing on user efficacy and user-centric services around the user. As mobile banking grows and reliance on digital platforms increases, it's important to understand how users interact with banking apps in their daily routines. The study aims to investigate how factors like ease of use, personalization, and technology features play a part in overall customer satisfaction.
A quantitative approach has been employed in this study, and primary data was gathered through the distribution of questionnaires among 300 users of mobile banking. Statistical methods were applied for analyzing data using such statistical methods as descriptive statistics, correlation, ANOVA, and regression analysis using SPSS software. Findings show that user efficacy, particularly ease of use and efficiency of applications, has a great positive effect on satisfaction of customers. Moreover, user-centric services, such as offering personalization, greatly contribute to increased engagement. However, there has been very little contribution by innovative technological solutions.