THE IMPACT OF MOBILE BANKING ON CUSTOMER BEHAVIOR, SATISFACTION, AND LOYALTY: INTERNATIONAL EVIDENCE AND INSIGHTS FROM UZBEKISTAN

This article examines the transformative role of mobile banking in reshaping customer behavior, satisfaction, and loyalty within the financial sector. Drawing on international empirical research and recent statistical data from Uzbekistan, the study analyzes the key determinants of mobile banking adoption and continued usage, including perceived usefulness, perceived ease of use, trust, security, service quality, and customer experience. The research highlights the growing importance of digital financial services in emerging economies and demonstrates how mobile banking contributes to financial inclusion, operational efficiency, and sustainable banking development. The findings suggest that a well-designed mobile banking ecosystem significantly enhances customer satisfaction and loyalty while reducing transaction costs and improving financial accessibility.