| Abstract: | This research investigated the effect of mobile banking service quality on customer satisfaction:
the case of Abyssinia bank. Descriptive and explanatory research designs were used to achieve
the purpose of the study. Descriptive research design was used to describe the data collected from
the respondents as it exists while explanatory research design employed in this study to explain
the relationship between independent and dependent variables. The study used quantitative
research approach to quantify the data in numeric form. Primary and secondary data sources
were used to attain the purpose of the study. 284 questionnaires were dispatched to legehar, Sarbet
and Dembel branch of Abyssinia bank in Addis Ababa. Among the total distributed questionnaire,
270 samples were used for the analysis. The data was analyzed quantitatively through descriptive
statistics such as frequency, %, mean and standard deviation while the inferential statistics of the
data was presented through Pearson correlation coefficient and multiple linear regression
coefficients. The finding of the study identified customers were satisfied by the mobile banking
service offered by Abyssinia bank with an average mean score of 4.05. The study also indicated
the mean score of reliability, responsiveness, visibility, security, convenience and efficiency was
3.58, 3.82, 3.53, 3.73, 3.71 and 3.68 respectively. The results of this study indicate that, the six
service quality dimensions (reliability, responsiveness, visibility, security, convenience &
efficiency) have positive and significant relationship with customer satisfaction. The regression
result of the study also showed that the five mobile banking service qualities such as reliability,
visibility, security, convenience and efficiency had a significant positive effect on customer
satisfaction. The study concluded that visibility was the main factors that influence the satisfaction
of customers in the mobile banking services. The study advises that its better the bank work
together with the Ethiopian telecommunication sector to address the problem of full access of the
mobile banking due to internet connectivity. |
