Measuring Digital Commitment: The Impact of Mobile Banking Interface Design and User Experience On Customer Loyalty Using Servqual and IPA

Abstract

This study explores how the interface design of mobile banking applications influences consumer loyalty in Romania. By applying the SERVQUAL model, Importance–Performance Analysis (IPA), and Pearson correlation analysis, the research investigates which interface elements most strongly shape users’ perceptions and long-term commitment to a banking institution. The results reveal that intuitive navigation, timely security notifications, reliable error-free functioning, and continuous system availability are among the most critical drivers of loyalty. Beyond the statistical findings, the study underscores the growing role of digital experiences in building trust and satisfaction. The insights provide valuable guidance for banks seeking to refine their mobile platforms, enhance user experience, and strengthen enduring customer relationships.