Determining Mobile Banking Features to Address the Preference of Generation X in the City of Manila: As Basis for an improved Mobile App Payment Services / Bello, Michelle Anne P., Bonabon, Ana Francesca B., Esguerra, Eunice Joy R., Florentino, Anna Rose A., Manglal-lan, Jeian Nicole B., Sadinas, Melanie, Sucgang, Fatima Sheikah Ysabelle A. 6

Research Paper: (BSBA major in Financial Management) - Pamantasan ng Lungsod ng Maynila, 2024. 56

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Abstract This study aims to comprehend and analyze the specific features of mobile banking that appeal to Generation X users in Manila. The goal is to improve digital banking services, with a particular focus on mobile app payment services. Generation X, is a distinct group with specific banking needs and technology preferences that are different from younger generations like Millennials and Gen Z. In order to accomplish this goal, the research uses a combination of different methods. We collected information by using surveys that were given to a group of Generation X individuals in Manila. These surveys evaluate how important and satisfied people are with different features of mobile banking. This includes things like security measures, how easy it is to use, how fast transactions are, the level of customer support, and how well it integrates with other financial services. Adding to the survey results, we also gather qualitative feedback through focus group discussions. This helps us understand why people have certain preferences and identify areas where mobile banking can be improved. The research uncovers that individuals from Generation X place a high importance on utilizing a Quick and easy access to account balance and transaction history, strong security features, Seamless fund transfer between account and banks, Personalized alerts and notifications for account activity, In-app customer support and chat functionality, Budgeting and expenses tracking tools, Integration with digital wallet for payment and transfer, Integration with other financial services. In addition, people want to be able to personalize their alerts and notifications. They also want better tools for managing their money, such as budgeting tools and expense tracking. According to these findings, the study suggests a few suggestions for enhancing payment services for mobile apps. Some recommendations include adding high-tech security features, making the app easier to use, and providing helpful customer support through different channels like live chat and dedicated help desks. This research offers useful insights for digital banking service providers looking to improve their services for Generation X customers in Manila. By tailoring mobile banking features to the needs and preferences of this group, banks can make mobile banking more user-friendly and increase customer satisfaction and loyalty. This, in turn, will encourage more people to use and take advantage of mobile banking services.

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