The Impact of M-Banking Quality Service on Customer's Satisfaction

COVID-19 pandemic posed a great challenge for the financial industry in Ethiopia leading to an increase of mobile banking services which becomes a new normal and necessity for users of financial services . The study seeks empirically to test the impact of m-Banking quality service on bank of Abyssinia customer's satisfaction. A quantitative study approach and a descriptive research design with survey research method was used. East Addis Ababa district office was selected to collect data. The findings from the study showed that e-service quality dimensions are significant forerunner to customer satisfaction and, among the dimensions, security, reliability and ease of use has a great influence on e-service quality and these dimensions are perceived critical by the Abyssinia bank customers. All the six predictor variables reliability, efficiency, security, responsiveness, empathy, and ease of use were found to be positively influencing Abyssinia banks m-banking customer satisfaction. Thus, the study recommends that Abyssinia bank management as a service provider should pay attention to the identified dimensions specifically, on ease of use and reliability of m-banking services.

Autorentext

Eyob Ketema (profesor asistente) es profesor titular y presidente del departamento de administración de empresas de Lunar IC de Etiopía, donde imparte clases tanto a nivel de posgrado como de pregrado. Su área de investigación: marketing de servicios, calidad, estrategia empresarial y finanzas digitales. Ha publicado con las editoriales Emerald, Taylor & Francis y Routlge.