Annals of the Polish Association of Agricultural and Agribusiness Economists (Sep 2024)
QUALITY ASSESSMENT OF SELECTED MOBILE BANKING SERVICES IN THE USERS’ OPINION – THE CASE OF SULĘCIN COUNTY
Abstract
The study discusses the quality assessment of selected mobile banking services, verified on the users’ opinion case. For the service research offered by banks operating in Sulęcin county in western Poland (Lubuskie), customers living in this territory were invited. The survey was conducted in 2024. In spatial scope, they concerned territory located mostly in rural areas: 5 municipalities, including 3 urban-rural municipalities and 2 rural municipalities in Sulęcin county. The survey was a pilot study. Using the diagnostic survey method, the opinions of more than 400 invites were collected. A random sampling was carried out, setting the minimum sample size as adequate for a statistical representative sample. A proprietary survey questionnaire was developed, consisting of 19 closed-ended questions and an informative metric. Responses were programmed according to a five-point Likert scale, and the results were aggregated and discussed. The study also used an individual in-depth interview technique, comparative and descriptive analysis. As a result, it was noted that the vast majority of Sulęcin county residents who are bank customers just use mobile banking services. The most common uses are so-called fast payments, “traditional” bank transfers and downloading information, that is, checking account balances. Popularity has proven to be a mirror of usability and quality of services. The high quality assessment of mobile banking services, according to residents surveyed, was determined primarily by the relative ease of access and use of mobile applications, speed of operation, convenience and flexibility of usage location, time savings, and trust, requiring confidence in the security of transactions. Despite the positive quality assessment of mobile services, it is worth noting the potential risks formulated as key recommendations. These mainly concern the reduction of technical problems in the mobile application use, as well as the constantly emerging cyber security threats.
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