Digital Marketing

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The Effect Of E-Banking Service Quality on Customer Engagement : The Case of Abysiniya Bank
(Addis Ababa University, 2024-10) Mahder Temesgen; Belaynesh Tefera (PhD)
The study explores the relationship between E-banking service quality and customer engagement .it examines how the four e- banking service quality dimensions (performance, security ease of use and customer support. )Influence user engagement .An explanatory research design was employed to analyze the data collected from 353 respondents through purposive sampling technique. Descriptive statistics explored demographic data, while inferential statistics including regression and correlation analysis were used to test the relationship between the dependent and independent variables. The findings reveal a positive and significant association between e banking service quality and customer engagement. Performance, ease of use and security demonstrate positive correlation with customer engagement and customer support exhibited negative coefficient, suggesting a need for further investigation in to specific aspects of customer support that impact user behavior. These results highlights the critical role of e banking service quality in fostering customer engagement .Banks should prioritize enhancing performance security and user friendliness of their platforms. Key words: E-banking, Customer Engagement, Service Quality dimension