The impact of m-banking service quality on customers’ satisfaction during COVID-19 pandemic, the case of Commercial Bank of Ethiopia, Jimma town southwest Ethiopia

Abstract

Today competition is not only rife, but growing more intense constantly. However, companies need to start paying keen attention to their competitors; they must understand their customers. Banking sector are suffering from competition. Moreover, COVID-19 pandemic posed a great challenge for the financial industry in Ethiopia leading to an increase of mobile banking services which becomes a new normal and necessity for users of financial services. This study assesses the relationship between the quality of mobile banking services and customer satisfaction using the SERVQUAL service quality model that has various dimensions. Therefore, a quantitative study approach and a descriptive research design with survey research method were used.Descriptive research design was used becausethe output is in emphasizes form, it is easy for the researcher to deduce results and implement them.Consecutive sampling technique was employed in the study. The study respondents wereaccounts holders of the selected banks of commercial bank of Ethiopia in Jimma town branch. The collected data was analyzed with the help of tools SPSS version 20, descriptive statistics, and inferential statistics.Descriptively tables, percentages, mean and standard deviations were used to present demographic variables. Inferentially, regression and correlation were used.Regression was employed to test the impact of m-banking services quality on customer satisfaction during COVID-19 pandemic while correlation was used to determine the strength of the relationship of the variables.The research findings from the hypothesis test using the SERVQUAL quality dimensions show thatcustomers were satisfied by reliability, privacy, ease of use, and facilitating role of m-banking on service delivery during COVID-19.The study also found that reliability and ease of use have a strong positive influence on customer satisfaction.Additionally, the regression analysis indicatesthat privacy/security of m-banking has a positive and significant influence on customers’ satisfaction, and responsiveness has a negative influence.Finally, based on the findings of the study, it was recommended to trainthe staff members in order to build the knowledge and courtesy of employees to inspire and give satisfactory service to the m-banking customers.