EFFECT OF ELECTRONICS BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION: THE CASE OF DASHEN BANK SHARE COMPANY

Abstract

The main purpose of this study is to examine the effect of E-banking service quality on customer satisfaction in case of Dashen Bank in selected branches of at Addis Ababa. The study was an explanatory research design and used the quantitative research approach. The structured Likert scale-based questionnaires were distributed and collected from 339 conveniently selected e-banking service users of Dashen Bank of Kazanchis Menaheria, Kazanchis, Aware and Kebena branches by using Convenience sampling is a non-probability sampling technique . The data was analyzed by undertaking the descriptive statistics, Pearson correlation and multiple regression analysis. Results of the study revealed that among the five service quality dimensions (reliability, transactional efficiency, service security, ease of use and performance), transactional efficiency has the highest positive effect on customer satisfaction followed by ease of use and performance whereas reliability and service security have relatively less effect on customer satisfaction. Furthermore, the results generated by E-banking service quality dimensions explain significant variation in customer satisfaction. As a result, the researcher concludes that E-banking service quality has positive and significant effect on customer satisfaction. In addition, the researcher suggests some recommendations for future further studies.