The Effect of E - Banking Service Qualities on Customer Satisfaction: The Case of Awash Bank in Addis Ababa Districts
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Date
2025-03-01
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Publisher
AAU
Abstract
Nowadays, practically all Ethiopian banks are embracing e-banking service systems to improve
service quality and customer happiness. Customers are currently reviewing banks based on their
experience with digital banking service. As a result, banks must meet the e-banking service
quality standards set by clients. This paper investigated "The effect of e-banking services''
Qualities on Customer satisfaction: The case of Awash Bank. The study used a conceptual model
consisting of six dimensions of E-banking service quality: reliability, transaction efficiency,
customer support, service security, ease of use, and performance. The study used a quantitative
research approach and employed explanatory and descriptive research designs to determine the
satisfaction of E-banking users. Primary data were collected using a 5-point Likert-scale
questionnaire distributed to customers, and secondary data were used. The study distributed
questionnaires to 399 customers of Awash Bank in its Addis Ababa branches; out of these, 300
questionnaires were collected and tested for reliability and validity before conducting a
quantitative survey. The study used convenience sampling techniques. The study tested a
hypothesis to determine whether the six E-banking service quality dimensions had a significant
effect on customer satisfaction. The results of the study showed that all dimensions had a positive
and significant effect on customer satisfaction, except service security and performance has a
negative effect on customer satisfaction. Based on these findings, all proposed hypotheses for the
six independent variables have been accepted, as the p-value for each variable is less than 0.05.
Furthermore, the study conducted a regression analysis to determine the two most dominant e-
banking service quality dimensions among the six dimensions. The analysis shows that ease of
use was the most important dimension, followed by transaction efficiency. The study's findings
are crucial because they can assist bank managers in identifying and focusing on the E-banking
service quality attribute that customers value the most