THE IMPACT OF MOBILE BANKING SERVICE QUALITY ON CUSTOMERS SATISFACTION (THE CASE OF COMMERCIAL BANK OF ETHIOPA IN SELECTED BRANCH)

Abstract

The purpose of the study is to investigate the impact of Mobile Banking on Satisfaction of Commercial Bank of Ethiopia Customers Selected Branches in Addis Ababa Districts. To address the research objective the study was used explanatory and descriptive research design. From four Addis Ababa districts eight grade four branches were selected using purposive sampling.28,810 actively using mobile banking service customers being included in the sample and 380 sample customers were selected based on convenience sampling method in addition 5-point Likert -scale and open ended questionnaire was distributed. From which 320 sample respondents replied appropriately to the questionnaire. Data were analyzed using statistical techniques such as multiple liner regression were employed to find out the satisfaction of customer on mobile banking service on commercial bank of Ethiopia The study found out Accessibility, customer support, transactional efficiency and reliability positively affected customer satisfaction on mobile banking service provided by the bank. Accessibility followed by customer support had a highest positive effect on customer satisfaction. The effect of service security on customer satisfaction was insignificant. Therefore To keep customers satisfied the bank has to give emphasis for service security in such a way that customers should feel safe while using mobile banking. The bank shall design a mobile banking service that allows customers to transact among accounts found in different banks.