Dublin Core
Title
Effects of Digital Banking Services on Customer Satisfaction-Case Study Ecobank Ghana Limited.
Creator
Afua Akomah Bamfo
Description
Customer satisfaction has become the cornerstone of all banking services. The adoption of technology, technological enhancements and inclusion, facilitation of customer experiences and satisfaction through the provision of digital banking services is seen as one of the key strategies to provide bespoke services to customers. The aim of this research was to assess the effects of digital/electronic banking services and products on customer satisfaction in Ghana using Ecobank Ghana Limited as a case study. Quantitative data was collected through a survey from a sample of
200 respondents and analyzed quantitatively. Findings indicated that digital banking products/services are internet banking, mobile banking and ATM products and services. Respondents indicated that they most often use a combination of traditional and digital banking although the findings also indicated that the use of electronic banking services are on the high.
ATM (β = 0.310) systems were found to be a very good predictor of customer satisfaction, which was statistically significant (p=.000). This indicates that any increase in ATM products and services there is a 31% increase in customer satisfaction. Internet banking reveled the highest correlation with customer service followed by security which had coefficients of 0.799 and 0.713 respectively. Also, mobile banking revealed the strongest relationship with security at 0.668 whiles ATM Debit/Credit cards had the correlation with customer service 0.697. these indicate positive effects of electronic banking products and services on customer satisfaction. The findings of the study make it clear that that digital banking leads to customer satisfaction. This is quiet outstanding as the digital industry seems to still be in its growth stage. The findings basically provide evidence that with continuous growth and investments banks can have more satisfied customers and also, banks can reduce operational costs through automation of tasks as indicated by some earlier researchers. Future research could adopt a more qualitative or mixed methods approach to gain in- depth understanding of the issues raised as well as to further clarify some of the situations observed within the study.
200 respondents and analyzed quantitatively. Findings indicated that digital banking products/services are internet banking, mobile banking and ATM products and services. Respondents indicated that they most often use a combination of traditional and digital banking although the findings also indicated that the use of electronic banking services are on the high.
ATM (β = 0.310) systems were found to be a very good predictor of customer satisfaction, which was statistically significant (p=.000). This indicates that any increase in ATM products and services there is a 31% increase in customer satisfaction. Internet banking reveled the highest correlation with customer service followed by security which had coefficients of 0.799 and 0.713 respectively. Also, mobile banking revealed the strongest relationship with security at 0.668 whiles ATM Debit/Credit cards had the correlation with customer service 0.697. these indicate positive effects of electronic banking products and services on customer satisfaction. The findings of the study make it clear that that digital banking leads to customer satisfaction. This is quiet outstanding as the digital industry seems to still be in its growth stage. The findings basically provide evidence that with continuous growth and investments banks can have more satisfied customers and also, banks can reduce operational costs through automation of tasks as indicated by some earlier researchers. Future research could adopt a more qualitative or mixed methods approach to gain in- depth understanding of the issues raised as well as to further clarify some of the situations observed within the study.
Subject
MBA Finance
Date
January, 2018