Abstract: The rapid growth of mobile banking applications has transformed the financial landscape, providing convenience and accessibility to users worldwide. All 11 commercial banks in Albania provide mobile banking options to their customers. Smartphones have become the primary platform for digital interactions, with mobile banking emerging as the preferred method for over 73% of online banking users in the country. Recent literature suggests that user-friendly features, ease of navigation, simple language, continuous updates, robust safety measures, and active reviewer engagement contribute significantly to app downloads, ongoing usage, conversion rates, and customer satisfaction. Ultimately, these factors enhance the efficiency of banking operations. This study analyses reviews of Albanian mobile banking applications on the Google Play Store to identify trends and patterns. The findings reveal a correlation between bank size, mobile banking app ratings, and reviewer engagement. Extending the analysis to Western Balkan banks confirms a similar bank size, app rating, and user engagement tendency. This work underscores the necessity of a quality assurance system to effectively apply customer feedback for useful mobile banking application updates.

Keywords: mobile banking app, bank, client, comment, review, trust, quality assurance

Pages: 423-434