An analysis of online banking on customer satisfaction in commercial banks based on the TRA model : a case study Stanbic main branch.
Date
2022
Authors
Sambaombe, Kampinda, Jones
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Zambia
Abstract
Across the globe, the banking industry has evolved over the past decades in the areas of technology and one of such areas is online banking. The convenience, easy access, and acceptable means of transacting in the customers day-to-day business operations is making more banks’ customers satisfied with their service delivery. However, about 65% of Stanbic bank’s customers do not use the bank’s internet banking services and are dissatisfied with the bank’s customer service delivery. The aim of this was to establish the influence of online banking on customer satisfaction in commercial banks based on the TRA model using Stanbic Bank as a case study. This study employed the cross-sectional study design. This study was conducted at Stanbic Bank’s headquarters in Lusaka district. The study targeted bank customers. The sample size for the study was estimated at 196. Stratified Sample Allocation was employed in this study to designate the type of customers. Respondents were selected by a circular systematic random sampling method of selection. Closed and open-ended questionnaire was used to collect data. Kendall's tau-b correlation was used to determine the relationship between online banking and customer satisfaction of banking services. Binary logistic regression was used to determine the influence of online banking on the outcome variable (customer satisfaction). Kendall's tau-b correlation showed a weak positive correlation between the use of online banking and customer satisfaction. Interacting gender of “being male”, having secondary education or below, negative behavioral belief, negative attitude, negative behavioral intention, and none usage of online banking reduced customer satisfaction [(τb = .169, p = .012)], [(p=.046); (CI:95%)], [(p=.039); (CI:95%)], [(p=.019); (CI:95%)], [(p=.018); (CI:95%)], [(p=.036); (CI:95%)] respectively. The interaction of being unemployed, negative normative beliefs, negative customer perception, and being aged 36+ years with no usage of online banking were not found to be significantly associated. By use of Kendall's tau-b correlation, results showed a weak positive correlation between the use of online banking and customer satisfaction. Furthermore, the interactions which were found to be associated with customer dissatisfaction were the interactions between; gender of “being male”, having secondary education or below, negative behavioral belief, negative attitude, negative behavioral intention, and non-usage of online banking. Therefore, in the quest to increase customer satisfaction, the bank needs to consider these parameters in its strategic planning if it is to maintain or grow its customer base. These findings will be useful to the consumers of banking services, banks, and indeed, the policy makers; public and private in fostering financial inclusion.
Keywords: Customer Satisfaction, Internet Banking, Theory of Reasoned Action (TRA), Influence, Interaction, Stanbic Bank
Description
Thesis
Keywords
Internet Banking--Customer Satisfaction. , Online banking--Customer satisfaction.