| Abstract: | he general objective of this study was to investigating the effect of e-banking service quality on
the customer satisfaction in the case of Commercial Bank of Ethiopia. The study considered six
constructs of conceptual model of e-banking service quality (reliability, responsiveness, ease of
use, personalization, website design and security) to investigate their effect of customer
satisfaction. The study sample constituted 360 respondent consumers of Commercial Bank of
Ethiopia chosen from the selected branches under Arada districts in Addis Ababa by using non
probability sampling approach specifically convenient sampling technique. The data were
collected, edited, coded and entries were made into statistical software (Statistical Package for
Social Sciences, SPSS version 20). According to the findings, all the selected six dimensions
(reliability; responsiveness; ease of use; personalization; security; and website design) of ebanking service quality have a significant and positive impact on customer’s satisfaction. When
compared to the impact of independent variables security is the most important factor in ebanking service quality then reliability is the second important variable and then responsiveness,
ease of use, personalization and website design significantly affect customer’s perception of ebanking service quality. According to the survey results of the customers’ perspective, “security”
was rated as the most significant e-banking dimension. This dimension was followed in ranking
by Reliability. Finally based on the findings the researcher forwarded important implications to
ensure quality services on a banking sector to retain repeat customers’ patronage that may
evolve to customer loyalty. |
