Assessing Online Banking Service Quality on Customers Satisfaction: The Case of United Bank S.C.
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Date
2017-02
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Addis Ababa University
Abstract
This study tries to assess the quality of service that United Bank S.C is providing to its Online (Internet) Banking customers and thereby to evaluate their satisfaction level with the bank’s service delivery and try to see whether the introduction of Online (Internet) Banking services has significantly contributed in increasing the bank’s service quality and customers satisfaction. Since the adoption of Online Banking in Ethiopia, some banks’ have gone through various technological advancements and the customers’ expectation and demand for quality of service is increasing from time to time. So this research paper tries to address this time gap. The first objective of this research is to evaluate the Online Banking service quality offered by United Bank S.C. by using SERVQUAL model. In this research, survey is conducted to measure the gap between customers’ expectations and customers’ perception regarding Online Banking service on each service quality dimensions. The second objective is to analyze the correlation between service quality dimensions and customer satisfaction. For this purpose, a questionnaire has been designed based on the SERVQUAL approach (perceptions and expectations), which includes five major categories of service quality dimensions and are subdivided into 21 items. Moreover, additional questions are prepared for measuring the overall customer satisfaction. To analyze this data, gap analysis, regression analysis and correlation analysis are used. The results of this research show that in all aspects, United Bank customers’ expectation is higher than their perceptions on the Online (Internet) Banking service quality offered by the bank. It means that in all of the five service quality dimensions, there are negative gaps. Thus the bank failed in all of these dimensions to meet its customers' expectations. Also the research finding reveals that service quality dimensions (Reliability, Responsiveness, Security, Empathy, and Tangibility) has a significant impact on customer’s satisfaction of United Bank S.C. The major finding of this hypothesis shows that all the service quality determinants are positively correlated to the customer satisfaction. Therefore the bank has to develop a policy package which helps to improve it Online banking service quality thereby ascertain its customers’ satisfaction.
Key Words: Online Banking, Customers Satisfaction, Service Quality
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Keywords
Online Banking, Customers Satisfaction, Service Quality