The Effect Of Electronic Banking Service Quality On Customer Satisfaction: The Case Of Addis International Bank S.C

Abstract

This study investigates the effect of electronic banking services on customer satisfaction within Addis International Bank in the East North District of Addis Ababa. Employing an explanatory research design, the study aims to elucidate the relationship between the quality of e-banking services and customer satisfaction. A quantitative research approach facilitated the collection and analysis of numerical data through structured questionnaires. A convenience sampling method was utilized to select 257 e-banking customers from a target population of 160,000. Primary data was gathered through self-administered questionnaires, complemented by secondary data from various sources. Descriptive analysis techniques were applied to the quantitative data using SPSS Version 26, including frequencies, percentages, correlations, and regression analysis. The study underscores the pivotal role of convenience, privacy, user-friendliness, efficiency, and security in influencing customer satisfaction with e-banking services. The strong positive correlation coefficient of 0.804 indicates a robust relationship between convenience, privacy, efficiency, security, ease of use, and customer satisfaction, explaining approximately 64.6% of the variance in customer satisfaction. This research enhances understanding of the interplay between e-banking service quality and customer satisfaction, offering valuable insights for improving customer experiences and fostering loyalty in the digital banking realm. Recommendations include process streamlining, user-friendly interface design, data security prioritization, and continuous enhancement of the user experience to elevate customer satisfaction levels.