How to Boost your App Store Rating? An Empirical Assessment of Ratings for Mobile Banking Apps

Smartphones have become the colossal point of attention for both individuals and businesses worldwide resulting into a whole level of new and innovative experience in mobile computing. Mobile applications (mobile app) is an upshot of such innovative mobile computing and produces a noticeable change in the way humans feel and experience. Each and every mobile app has a rating attached to it on App store, which measures the overall feedback of users for a particular mobile app. The present research develops a theoretical research model as a framework to identify the key decision factors influencing Indian users to rate mobile banking apps. A mix method approach consisting of qualitative interviews and a self-administered survey was used to gather information from 343 respondents in Delhi, India. The empirical analysis identifies and ranks six important decision factors: login time, visual design, navigational design, information design, collaboration and service quality, influencing the ratings of a mobile app. This study is one of the very few that has attempted to investigate the relationship between mobile app attributes and user ratings for retail banks and for providing new insights into mobile app attributes of retail banks and their effects on user ratings.