Keywords
Obstacles
Strategy implementation
How to Cite
Abstract
The mobile banking services offered by Bank BPD DIY Syariah have not been widely adopted by the customers, as evidenced by the high volume of offline transactions at the tellers’ division. This high level of offline transaction can impact the efficiency of bank employees. This research aims to identify the usage patterns of mobile banking applications among the customers and to uncover the challenges they face when using these services. A mixed-methods approach was employed, involving the distribution of questionnaires and conducting Key Informant Interviews (KII). The findings reveal several factors contributing to the low customer interest in mobile banking applications, including limited feature usability and disruptions in certain transaction services with partners. To enhance customer engagement with mobile banking, Bank BPD DIY should consider adding more features to its mobile banking services.
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