Impact of E-Banking Services Delivery on Customer Satisfaction
Keywords:
Impact E-Banking, Services Delivery, Customer Satisfaction, Banking SectorAbstract
This study investigates the impact of various e-banking services (internet accessibility and digital literacy, ease of using e-banking, security and privacy measures, and cultural adaptation) on customer satisfaction. The rapidly transforming financial industry through digital expansion necessitates an investigation of the determinants of user satisfaction to enhance user experience and win loyalty. Therefore, the objective of the study is to measure the impact of e-banking services on customers’ satisfaction. A quantitative cross-sectional research design was employed. Pre-tested and validated questionnaire was used to collect data from a sample of 250 e-banking users. Results showed that the majority of respondents have regular access to the internet (60.4%) and consider their digital literacy level as high (50.8%). Grand mean values indicated moderate satisfaction by respondents with the ease of using e-banking confidence in security measures and cultural adaptation. The regression analysis indicated a significant association of satisfaction with digital literacy (p = 0.001), ease of using e-banking (p = 0.002), and user confidence in security measures (p = 0.02)). On the other hand, the association with the inclusion of cultural values in e-banking services was not evident (p = 0.25). The results of ANOVA endorsed the statistical significance of the regression model (verified by the value of SSR = 20.21 compared to TSS 30.03). Findings suggest that financial institutions should invest in campaigns of digital literacy, enhancing user experience with online interface and ensuring security measures to improve the satisfaction of customers and overall growth of e-banking.
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