Evaluation of Customer Satisfaction with Internet Banking Service Quality in the banking Industry in Ghana: A case study of Ghana Commercial Bank Ltd and Merchant Bank of Ghana Ltd

Abstract: This master’s thesis evaluates customer satisfaction with internet banking service quality in Ghana Commercial Bank (GCB) and Merchant Bank of Ghana (MBG). The main theoretical model adopted for conceptualizing the internet banking service quality dimensions for which customer satisfaction may be evaluated was the internet banking service quality dimensions identified by Ho and Lin (2010). Methodologically, the study was a cross-sectional case survey that involved the use of self-administered structured questionnaire to collect primary data from the customers of the two banks. The questionnaire administration yielded 77% and 62% response rates for GCB and MBG respectively. Data was analyzed using the SPSS 16.0.
The study found that, within GCB, satisfaction was highest for feeling of relief of customer to transact on the internet banking portal and accuracy of the online transaction process of the bank. The most dissatisfied item was reasonability of the transaction fee for this banking portal site. Between 68% and 90% of customers were dissatisfied with five dimension items, three of which relate to customer service and two relate to web design. Within MBG, more customers were satisfied with the entire internet banking service quality dimension items than dissatisfied. Customer satisfaction was highest for assurance dimension. The least satisfied quality item was in customer service, the internet banking system’s ability to guide customer to resolve problems.
It was also found that customer satisfaction with internet banking service quality of the two is significantly different, with customers of MBG significantly satisfied than those of GCB. Moreover, generally, satisfaction of internet banking service quality differs among different income groups, but not significantly different according to their gender, age, education and marital status. Finally and comparatively, only two main web design variables are the common internet banking service quality variables that are found to have significant influence in the two banks.
While the main methodological limitations of the study are noted, the study offers theoretical and managerial implications for scholars and practitioners and makes specific useful recommendations for management of each of the two banks and for future research.