EXPLORING THE EFFECT OF MOBILE APP FEATURES AND AI INTEGRATION ON CUSTOMER RETENTION IN THE BANKING SECTOR

Rapid advancements in mobile apps have changed the financial sector. Banks now need to understand what keeps
customers coming back in this digital age. This research looks at how mobile app features—especially usability,
functionality, and security—affect customer satisfaction, trust, and loyalty. It shows how a single app can combine all essential functions into one for a user-friendly banking experience and improve interaction between customers and
their banks. It also explores the growing importance of security features in building trust, as they are key to keeping
customers in a more digital banking environment. Using Artificial Intelligence (AI) tools in mobile apps allows for
responsive personalization, simpler customer interactions, and better service delivery; all aimed at increasing
satisfaction and retention. The findings will provide banks with insights on how to enhance their mobile apps, making
them more seamless, secure, and personalized to meet the diverse needs of today's consumers. This research will add
to academic discussions on mobile apps and offer practical strategies for financial institutions to strengthen customer
relationships in the digital era.