THE EFFECT OF ELECTRONIC BANKING SERVICE QUALITIES ON CUSTOMER SATISFACTION: THE CASE OF DASHEN BANK S.CO

Abstract

This research work reports the findings of a study conducted to investigate The Effect of Electronic Banking service qualities on customer satisfaction: The case of Dashen Bank S.C. The study examined electronic banking service qualities provided by Dashen Bank S.Co by taking a sample of 370 internal and external customers of electronic banking service users using haphazard, or convenience sampling technique from 420 branches found under the four district offices in Addis Ababa. The data was collected using a 5 point Likert scale questionnaire and it was analyzed and tested using multiple regression model to show the effects of the explanatory variables; reliability, system security. ease of use, performance and availability of electronic banking service qualities on customer satisfaction. Based on the results of the statistical analysis, reliability, performance and ease of use of E-banking service qualities are found to have a significant effect on customer satisfaction in Dashen Bank. The study revealed areas of improvement with possible solutions that can solve the identified major problem areas of electronic banking service qualities in Dashen Bank, which includes continuous reviewing and up grading of the existing performance of the service, reliability and ease of use characteristic of electronic banking services of Dashen Bank., moreover, the management of Dashen Bank has to give due attention to the system security or speed and accuracy of the system and has to make the electronic banking services available to remote customers that cannot find the service.