Mobile Banking and Its Influence on Customer Satisfaction: Evidence from Pakistan

Abstract

This study examines the relationship between mobile banking usage and customer satisfaction in Pakistan’s banking sector, focusing on accessibility, trust, and service efficiency. Primary data were collected from customers of United Bank Limited (UBL) and Meezan Bank in Peshawar through a structured 5-point Likert scale questionnaire, with 180 valid responses analyzed using descriptive statistics, correlation, and regression. Results show that mobile banking explains 79% of the variation in customer satisfaction, confirming its transformative role in modern banking services. Customers highlighted convenience, accessibility, and efficiency as key drivers of satisfaction, though challenges such as digital literacy gaps, security concerns, and limited female participation remain. The findings emphasize the need for banks to enhance cybersecurity systems, promote digital awareness campaigns, and design inclusive strategies to engage women and rural populations, aligning with the State Bank of Pakistan’s digitalization agenda. Furthermore, future research should explore comparisons between mobile banking, internet banking, and fintech services to provide a broader perspective on technology-driven customer satisfaction. Overall, mobile banking has emerged as a crucial tool for promoting financial inclusion, trust, and long-term customer loyalty in Pakistan’s evolving banking sector.