CONSUMER ACCEPTANCE OF ONLINE BANKING IN UNITED BANK SELECTED BRANCHES

Abstract

The objective of this thesis is to is Assessing the electronic banking quality of in selected Dashen Bank Branches Service quality plays an important role as competitive weapon and a significant differentiator for many service organizations involving e-banking industry. Good e-service quality offering is the key issue to survive in the intensively competitive banking market, especially maintain customer satisfaction. As a result of this phenomenon, a good understanding of service attributes that customers use to evaluate electronic banking service quality is needed for banks so that the performance of e-service is able to be monitored and immediate adjustments and improve can be done as soon as possible. In this study, an overview of e-service quality and related literature is discussed, especially in the context of e-banking industry that is taken as the case subject. Moreover, the study adopts E-S-QUAL scale to establish a suitable multiple e-service item scale for measuring e- banking in dashin bank. Through the process of data collection and data analysis in the analysis part, the refined scale for measuring e-banking in Dashin Bank was identified, involving 4 dimensions and 22 items: Efficiency, system availability, fulfillment, privacy this finding indicated that the dimensions and items from E-S-QUAL needed to be reorganized and reinterpreted for measuring e-banking. Data pertaining to the study objectives of the study was conducted using descriptive statistics, which includes mean and percentage among others. Inferential statistics was deployed to assess the relationship between the variables also correlation and multiple regression analysis were used. Findings of the study shows that there is a high e service quality in Dashin Bank. Accordingly, the bank should increase the quality of the service to sustain the bank’s growth and to keep and increase its customers in the future.