Assessing the Role of Mobile Banking Applications in Creating Brand Loyalty among the Consumers of Commercial Banks

The Internet is transforming the world and abruptly revolutionizing every field of life. Due to rampant advancement in internet technologies, the world is getting shrunk into the pocket and the concept of distances has been evoked. Advancement in the internet has given birth to many other distinguished technologies such as artificial intelligence, the internet of things, and metaverse, and these inventions have revolutionized the whole technological scenario In this modern era and especially after the pandemic COVID-19 world has shifted to smart technologies and the use of mobile banking applications has been boosted, Mobile Banking Applications are like a virtual bank where customers can experience the quality of banking services through the interface of applications. In this current research, we will try to root out how mobile applications create brand loyalty among the consumers of commercial banks in Bahawalpur. Key Words: Mobile Banking, Brand Loyalty, Artificial Intelligence, Commercial Banks, Loyalty Schemes, Financial Application