Browsing by Author "KAHOUL, Naila Meriem"

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    The improvement of the customer experience through the optimal development of mobile banking applications
    (Ecole des Hautes Etudes commerciales, 2024-06) KAHOUL, Naila Meriem; ALLIOUCHE, Bahia ( Directrice de thèse )
    We aimed through this study to explore the key areas for improving the customer experience through the optimal development of mobile banking applications. To achieve this, we closely examined banking sector customers to understand their motivations, expectations, perceptions, and usage behaviors of the APPLI SGA. The survey conducted allowed us to determine the key aspects of the optimized design of mobile banking applications. According to SGA customers, the usefulness of features and the ergonomics of the interface are important elements of the customer experience and will help increase their satisfaction. We conducted a qualitative study and a quantitative study to achieve this objective