The Effect of Digital Banking Service Quality on Customer Satisfaction in the Case of Bunna Bank SC
No Thumbnail Available
Date
2025-06-22
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
AAU
Abstract
This research investigated how the quality of digital banking services impacts customer
satisfaction in selected Bunna Bank branches in Addis Ababa. Based on the SERVQUAL
model, the study gauged five base service categories: reliability, responsiveness, assurance,
empathy, and tangibility. Through surveys of 314 digital banking customers followed by
statistical analysis, evidence indicated that high-tech, useful digital interfaces (tangibility)
were most positively linked with satisfaction. While system reliability also had significant
influence on satisfaction levels, elements like security guarantees and empathy had weaker
impacts. The study suggested banks to emphasize enhancing their digital platforms and
ensuring uniform service performance, besides paying continued focus to every service
attribute. These results provide good guidance for Ethiopian banks as they confront the
financial services digital revolution, particularly concerning what features of the services
have the most impact on customer satisfaction in such an emerging market environment. The
research also suggested future research into emerging trends of digital banking adoption
among diverse demographic groups.