The Effect of E-Banking Service on Customer Satisfaction: in The Case of Abay Bank S.C, Addis Ababa Branches
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Date
2023-01-01
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A.A.U.
Abstract
The purpose of this study was to examine the effect of e-banking service on customer satisfaction
in a case of Abay Bank S.C particularly Addis Ababa city branches. The study focused on nine
independent variables i.e, ease to use, reliability, accessibility, fees and charges, transaction
efficiency, responsiveness, security and privacy, service content and system availability and
customer satisfaction as dependent variable. The study used quantitative research approach to
have a better insight and gain a richer understanding about the effect of those factors on
customer satisfaction. The researcher has employed explanatory research design to objectively
answer the hypothesis. Simple random and cluster sampling methods were employed in order to
select relevant respondents from e- banking service’s customers. For achieving the study
objective, the study distributed 400 structured questionnaires, but collected 380 questionnaires.
In line with this, 5 point Likert scale questionnaire were applied with closer assistance of the
researcher. Then, the data were analyzed through SPSS software by stating descriptive and
inferential statistics using linear regression model. By the findings, regression model indicates
that reliability, accessibility, Transaction efficiency, system availability, security and privacy and
service content have significant effect on customer’s satisfaction. However, ease to use,
responsiveness, fees and charges have no significant effect on customer’s satisfaction. Finally,
on the basis of the research findings, Abay Bank S.C has to be reliable and responsive in terms
of speed and accuracy while providing e- banking services products to customers.