The Effect of Virtual Banking Service Quality on Customer Satisfaction: The Case of Bank of Abyssinia
| dc.contributor.advisor | Salehu Anteneh (PhD) | |
| dc.contributor.author | Belete Haymanot | |
| dc.date.accessioned | 2026-03-06T11:39:52Z | |
| dc.date.available | 2026-03-06T11:39:52Z | |
| dc.date.issued | 2025-06-24 | |
| dc.description.abstract | In the highly competitive service industry, the quality of service is a fundamental source of competitive advantage, playing a crucial role in differentiating offerings and enhancing customer value. This study investigates the impact of virtual banking service quality on customer satisfaction at the Bank of Abyssinia. The objective is to understand how specific dimensions of service quality functionality, enjoyment, privacy and security, convenience, design, assurance, and customization affect customer satisfaction in a digital banking context. Utilizing a quantitative research approach, the study employs Multiple Linear Regression (MLR) to analyze data collected from 384 active virtual banking users, achieving a high response rate of 90% with 345 completed surveys. Major findings reveal that functionality (β = 0.160, p < 0.001) and enjoyment (β = 0.261, p < 0.001) significantly enhance customer satisfaction. Convenience (β = 0.127, p = 0.022) and assurance (β = 0.349, p < 0.001) also positively influence satisfaction, while design (β = -0.176, p = 0.001) negatively affects customer perceptions. Unusually Privacy and security issues has not showed significant impact on customer (β = 0.012, p = 0.790). In conclusion, the study emphasizes the need for the Bank of Abyssinia to improve its digital services by enhancing functionality and user experience. Future research should explore customer satisfaction across different demographic segments and investigate the impact of emerging technologies, such as artificial intelligence and machine learning, on customer experiences in banking | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/7895 | |
| dc.language.iso | en | |
| dc.publisher | AAU | |
| dc.title | The Effect of Virtual Banking Service Quality on Customer Satisfaction: The Case of Bank of Abyssinia | |
| dc.type | Thesis |