Customer Perception on Service Quality for Electronic Banking: The Case of Awash Bank
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Date
2020-06
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A.A.U
Abstract
The study aimed to examine the customer perception to ward of Electronic banking services
quality on the customers’ Awash Bank. Electronic banking services are represented by (ease of
use, usefulness, reliability, responsiveness, age, education, and Security). The population of the
study consisted of customers of the Awash Bank North Addis Ababa Region. The research
employed a cross-sectional descriptive research design targeting customers of Awash Bank
North Addis Ababa Branch where a sample of 380 respondents was obtained. The respondents
were identified using a systematic random sampling technique. The collection of data was done
through the use of questionnaires and analyzed through descriptive statistics and inferential
statistics. The descriptive statistics consisted of frequencies, mean, and standard deviation.
Correlation analysis and multiple regression analysis were used to explore how the dimensions
of perceived service quality relate to the expected service quality. For this purpose, Pearson
correlation coefficients were calculated. Also, multiple regression analysis was adopted to
examine the relationship between the combination of perceived service quality dimensions and
expected service quality.
To this respect, responsiveness, security, and age are positively and significantly influence the
perceived customer service quality among the sampled bank customers. Whereas reliability and
education are negatively and significantly influence the perceived customer service quality. The
study recommends the need for Awash Bank to always ensure that their electronic banking
services remain reliable to its customers if indeed they need to remain competitive in the market.
The study further recommends the need for banks to innovate ways of enhancing the way they
respond to customer needs and improving the existing ones to avoid service breakdowns. Banks
need to consider security as one of the strong considerations in enhancing electronic banking
service quality. This can well be achieved through the creation of real-time security monitoring
departments.
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Keywords
Awashbank, Customer perception, Service quality, e-banking