The banking sector has been profoundly affected by mobile marketing methods. Mobile advertising has become an integral part of banks' overall marketing strategies as more and more customers use their mobile devices to access banking services. Purpose: The researchers wanted to see what effect mobile marketing methods and features had on customers. The success of mobile marketing campaigns in the banking sector is affected by a number of factors, including security, infrastructure, user experience, demographics, regulatory restraints, and competition. Design/methodology/approach: The authors use the method of critical incidents to reveal the most salient features of m-banking service quality from the perspective of m-banking consumers and to isolate the most important sources of customer satisfaction and dissatisfaction within these features. Practical implications: Personalization of content for clients who have given their express consent should also be a priority. Bank managers can better develop suitable approaches in addressing their customers if they first identify the aspects of digital banking that they perceive to be more beneficial or challenging in cultivating the bank's relationship with its customers