Abstract

Objectives: This study aimed to examine the motivating factors influencing the use of the "Aqari" mobile banking application and their impact on the satisfaction of faculty members at Nile Valley University, Sudan, within the context of the growing adoption of digital banking services. Methods: The study adopted the descriptive analytical approach and used a questionnaire as the main instrument for data collection. A random sample of (107) faculty members at Nile Valley University was selected. Results: The findings revealed a statistically significant relationship between the motivating factors for using the "Aqari" mobile banking application and the level of user satisfaction. The results also indicated that perceived benefits, including saving time and effort and facilitating easy access to banking services, were among the most influential factors encouraging the use of the application. In addition, the quality of electronic banking services and the ease of application use were found to have a positive effect on the satisfaction of faculty members. However, the study identified the need to improve some operational and technical aspects of the application in order to enhance service efficiency and increase user satisfaction. Conclusions: The study recommended the continuous development of mobile banking applications, strengthening electronic security and protection systems, and improving the quality of digital banking services in line with users' needs and the requirements of digital transformation in the Sudanese banking sector.