Using Text Mining to Identify Key Dimensions of Service Quality for the Indian Public Sector Banks' Mobile Banking Apps

Abstract

The purpose of this study is to identify service quality dimensions that are very important for satisfied mobile banking app users of the Indian public sector banks using customer online reviews (CORs) analysis. A total of 5294 reviews of satisfied mobile banking app users (positive reviews) of leading Indian public sector banks (State Bank of India, Punjab National Bank, and Bank of Baroda) were collected from Google Play Store for text mining and the collected reviews were written from January 2018 to January 2022. Text indexing was performed after finding the string length and word count of all reviews. After text indexing, N-gram Analysis and word cloud analysis were performed using NLP models of Python software. Three important service quality dimensions for satisfied mobile banking app users (users with positive reviews) of the Indian public sector banks were identified. These dimensions were security, ease of use, and convenience. Mobile banking app users of Indian Public Sector banks are happy and satisfied because they perceive that the app is secure, convenient, and easy to use. The Indian public sector banks should position their mobile banking apps as secure and easy mobile banking apps for money transfers. The findings of this research are very useful to managers of Indian public sector banks in improving customer loyalty, getting new customers, and promoting their mobile banking apps in effective ways. This paper is a pioneer study in identifying important service quality dimensions for satisfied users of any mobile banking app in India using a text mining approach.