The Impact of internet banking service quality on customer satisfaction in the banking sector of Ghana

University essay from Blekinge Tekniska Högskola/Sektionen för management

Abstract:

The development of information and communication technology (ICT) in Sub-Saharan Africa over the last two decades is drastically altering the way business is done in Sub-Saharan Africa in general and Ghana in particular. The banking sector is no exception to this revolution. Inspite of the increasing adoption of internet banking and it relevance towards customer satisfaction in the Ghanaian banking industry, very little empirical investigation or research has been conducted in understanding factors of internet banking service quality that lead to customer satisfaction. This study thus aims to fill the gap in the literature by focusing on the impact of internet banking service quality on customer satisfaction in the banking sector of Ghana. The theoretical perspective of customer satisfaction indicates that the higher the level of service offered the higher the satisfaction associated with product or services being offered. The measure of the services is usually found in the service quality measure or the SERVQUAL and SERVPERF. The study draws on customer satisfaction using the service quality dimension or the SERVQUAL and SERVPERF models originated by Parasuraman et al., (1988), Cronin and Taylor (1992). The study makes use of mainly qualitative research approach although the quantitative research approaches was partially used for the study. The use of the above approaches meant that both primary and secondary data sources were extensively relied on. The study make use of a 5 point Likert scale with “1” being strongly agreed and “5” being strongly disagreed. The study applied the spearman ranked correlation, the chi square (χ2) and regression analyses to evaluate the hypothesised relationships. The findings indicated that speed of delivery, ease of use. Reliability, pleasure, control and privacy were all positively correlated and significant at 1% level. Additionally the regression analysis also indicated that with the exception of pleasure and control all the variables were significant at 5% levels. Finally, base on the findings of this study, it was recommended that there is the need to educate majority of the banking population on internet banking.

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