| Abstract: | One of the biggest contemporary challenges of management in service industries is providing the
right quality to maintaining customer satisfaction and getting positive word of mouth from the
consumers. Service quality and customer satisfaction has increasingly been identified as key
factors for influencing Electronic banking customers for their being loyal to the bank. This study
seeks to examine the effect of electronic banking service quality on customer satisfaction among
saving account customers in six selected branches of west Addis district (Habtegiorgis, Geja
sefer, Teklehaymanot, pawlos, sumaletera and Anwar mesgid) of the CBE. A survey research
was conducted that primarily used quantitative data. A total of 190 bank customers from all
selected branches responded to the questionnaire items that measured the research variables. A
descriptive ANOVA and correlation analysis was carried out and revealed that service quality
dimensions are significant predictors of customer satisfaction. More over logistic regression
analysis carried out and the result; Speedy and Quick service, adequate Amount of cash limit to
be withdrawn in a day, Employees readiness to response quickly, easiness to regain the
captured, expired and lost cards, simplicity and clear language, Appearance of the ATM facility
and its Attractiveness, availability of statement printing are identified as a determining factors of
Customer satisfaction. The effects of demographic and personal banking detail indicators of
service quality perception, and customer satisfaction are also examined. The result revealed that
saving account customers’ perception of service quality influenced by differences in age, level of
education, occupation and average re-patronage per month. Age and sex were the demographic
variables influencing customers’ satisfaction. To overcome the methodological limitation of this
study, the branches shall use an in depth full study with a longitudinal design and relatively
increased sample size. The result of this study implies management of the six branches shall
design appropriate marketing strategies to achieve an increased service quality via boosting
customer satisfaction. |
