• Shreya Kumari

The study's overarching goal is to learn how quickly and why Indian consumers are adopting mobile banking and mobile payments apps. Here, we theoretically ground the Mobile Banking Apps Customer Experience by combining the Mobile Application Customer Experience (MACE) framework with the existing literature (MBACE). Model for Mobile App Persistence and Use (MACE) and its underlying theoretical structure. The proposed model also incorporates the factor of perceived risk in the context of mobile banking in India. As a result of the study, bank officials and mobile banking app developers will have a better understanding of customer preferences on practical considerations that can be used to enhance the quality and security of banking services.

Mobile, Customer,App

"ANALYSING THE EFFECTIVENESS OF MOBILE BANKING APPS IN BUILDING CUSTOMER EXPERIENCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.f265-f269, May-2023, Available :http://www.jetir.org/papers/JETIR2305538.pdf

"ANALYSING THE EFFECTIVENESS OF MOBILE BANKING APPS IN BUILDING CUSTOMER EXPERIENCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppf265-f269, May-2023, Available at : http://www.jetir.org/papers/JETIR2305538.pdf