The impact of mobile banking application features and customer satisfaction on customer growth in South African banks

Abstract

The South African banking sector faces intensified competition and rapid digital transformation, creating both challenges and opportunities in customer acquisition. This study examined the influence of mobile banking application features on customer acquisition, with a focus on customer satisfaction as a mediating factor. Guided by the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT2), the study analysed Perceived Ease of Use (PEOU), Performance Expectancy (PE), Trust, Brand Attachment (BA), and Perceived Monetary Value (PMV) in shaping customer acquisition. A quantitative, cross-sectional approach was used, and data from South African mobile banking users were analysed through Structural Equation Modelling to assess both direct and indirect effects. Findings revealed that PEOU, PE, and Trust indirectly impact acquisition through satisfaction, while BA and PMV exert direct effects on acquisition. Facilitating Conditions (FC) had a negative effect, suggesting that robust infrastructure is expected rather than a competitive advantage in the South African market. The study suggests that banks in mature digital markets like South Africa should enhance the overall mobile experience, leverage brand attachment, and emphasise cost-effective options to attract and retain customers. These insights offer a strategic roadmap for South African banks to align digital offerings with user expectations and local market dynamics.