TITLE:
An Analysis of the Impact of Online Banking on Customer Satisfaction in Commercial Banks Based on the TRA Model (A Case Study of Stanbic Bank Lusaka Main Branch)
AUTHORS:
Jones Kampinda Sambaombe, Jackson Phiri
KEYWORDS:
Customer Satisfaction, Internet Banking, Theory of Reasoned Action (TRA)
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.1,
January
20,
2022
ABSTRACT: 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. This study analyzed the impact 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 conducted at Stanbic Bank’s headquarters in Lusaka
district targeting bank customers. The sample size for the study was 196.
Stratified Sampling was employed, respondents were selected by circular
systematic random sampling, and a 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). A weak positive correlation between the use of online banking
and customer satisfaction was established [(τb = .169, p = .012)]. Interacting gender of “being male”, having secondary
education or below, negative behavioral belief, negative attitude, negative
behavioral intention, and none usage of online banking reduces customer
satisfaction [(p = .046); (CI: 95%)], [(p = .039); (CI: 95%)], [(p = .019); (CI: 95%)], [(p = .018); (CI: 95%)], [(p = .036); (CI: 95%)]
respectively. Therefore, in the quest increase to increase customer
satisfaction, the bank needs to consider these parameters in their strategic
planning if it is to maintain or grow its customer base.