Strategic Implications of User-Generated Content for Digital Banking Services

Abstract

Digital transformation has positioned mobile banking as a strategic financial service channel, while user-generated content (UGC) provides valuable insights into customer experiences and service quality. This study aims to identify recurring customer experiences and expectations in Google Play reviews of Action Mobile and translate them into strategic implications. A qualitative design was employed using inductive thematic analysis of 50 public reviews collected through web scraping with Octoparse and analyzed using ATLAS.ti. The findings reveal four main themes: system reliability and availability, security assurance and access integrity, transactional fulfillment, and responsiveness and recovery communication. Security assurance emerged as the most dominant theme, while transactional fulfillment showed lower frequency but more serious customer consequences. The findings demonstrate that customer reviews can serve as strategic intelligence by revealing experience patterns, service priorities, and actionable improvements. Mobile banking development should therefore integrate technical reliability, user-friendly security, transaction integrity, and effective service recovery communication.