| dc.description.abstract |
The primary objective of this study was to examine how customer satisfaction levels are affected
by the quality of the electronic banking services provided by Abyssinia Bank's Assosa branch.Th
e study employed a quanti the primary objective of this study was to examine how the quality of
electronic banking services provided by Abyssinia Bank's Assosa branch affects customer
satisfaction levels. The research employed both quantitative and qualitative methodologies,
utilizing an explanatory research design.Using a simple random sampling method, structured
questionnaires with Likert scales were distributed and collected from 281 respondents identified
as users of the electronic banking services at Abyssinia Bank’s Assosa branch. The data were
analysed using descriptive statistics, Pearson correlation, and multiple regression analysis. The
study's findings revealed that among the five service quality dimensions—reliability,
transactional efficiency, service security, ease of use, and empathy—service security had the
strongest positive effect on customer satisfaction, followed by empathy and ease of use. In
contrast, transactional efficiency and reliability had a relatively weaker positive effect on
customer satisfaction. Furthermore, the results indicated that the dimensions of e-banking
service quality accounted for significant variation in customer satisfaction.As a result, the
researcher concluded that the quality of electronic banking services has a positive and
significant impact on customer satisfaction. Additionally, the organizations should work on that
dimension in order to encourage and to be positive dimensions on customer satisfactions.
Abyssinia Bank has better to focus on these dimensions to bring higher level of satisfaction to
their customers. |
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