Development of the functionality of mobile applications in crisis situations: the case of Polish commercial banks

Abstract

Purpose: This paper aims to contribute to the field by exploring the development of the functionality of mobile applications in crises using commercial banks as an example. Design/methodology/approach: This research was conducted between 2020 and 2022 in 13 commercial banks, performing a total of 390 complete tests of mobile applications by 30 clients (respondents). Findings: It was found that mobile applications are becoming a significant customer service channel in some banks. In addition, the mobile application is helpful for the client since it can replace personal contact with the bank in terms of service without needing additional support from an advisor in other contact channels. It was also found that crises significantly accelerate the development of mobile applications to meet customers' needs and expectations. Research limitations/implications: The research was conducted as part of the Institution of the Year project in 2020, 2021, and 2022. The study was carried out in 13 commercial banks, performing 390 complete tests of mobile applications by 30 clients (respondents). Practical implications: Crises, which have occurred frequently in recent years, force managers to take measures to respond quickly to the needs and expectations of customers. The outbreak of the Covid-19 pandemic made it impossible for many customers to contact direct sales field personnel directly. The banking sector has also been affected by this problem. Although banks had used mobile applications for some time, customers could only use a limited set of functions. They had to go to a bank branch to open an account or take a loan. Social implications: To meet customer requirements, bank managers make strategic decisions to improve mobile applications to meet the needs and expectations of customers and achieve a high level of satisfaction. There are many studies on responding to crises in various sectors. The research results will positively influence the improvement of the quality of services as well as the progress of the quality of life of society. Originality/value: No research has been conducted on customers' role in creating new mobile application improvements. Therefore, the article presents the research results in this field, and the appropriate conclusions were drawn. Keywords: banking strategies; usability of banking applications; digitalization of banking industry; functionality of mobile applications; crisis. Category of the paper: Research paper.