ALPHA UNIVERSITY COLLEGE

DEPARTMENT OF BUSINESS ADMINSTRATION

THE EFFECT OF ELECTRONIC BANKING SERVICE

QUALITIES ON CUSTOMER SATISFACTION: THE CASE OF
DASHEN BANKS

A Thesis Proposal submitted to the Alpha University College in

Partial Fulfillment for The Master of Art in Business
Administration

BY; Kidist Mulugeta MBA/D2/17/030/2013

Advisor: Mr Kirubel

August, 2022 G.C

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Addis Ababa, Ethiopia

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Contents
CHAPTER1: INTRODUCTION..............................................................................................................................1
1.1 Background of the Study.................................................................................................................................1
1.2 Statement of the Problem................................................................................................................................2
1.3 Objectives of the study....................................................................................................................................3
1.3.1General Objective......................................................................................................................................3
1.3.2 Specific Objectives...................................................................................................................................3
1.4 Research Question...........................................................................................................................................3
1.5 Hypothesis of the Study..................................................................................................................................3
1.6 Significance of the Study................................................................................................................................4
1.7 Scope of the Study.....................................................................................................................................4
1.8 Organization of the Paper................................................................................................................................4
CHAPTER2: LITERATURE REVIEW....................................................................................................................5
2.1 Introduction.....................................................................................................................................................5
2.2 Theoretical Framework...................................................................................................................................5
2.2.1 E-banking.................................................................................................................................................5
2.2.2 Dimensions of E-banking influencing Customer Satisfaction..................................................................6
2.3 Empirical Review............................................................................................................................................9
2.4 Conceptual Framework.................................................................................................................................10
CHAPTER THREE: RESEARCH METHODOLOGY..........................................................................................12
3.1 Introduction...................................................................................................................................................12
3.2 Research Design............................................................................................................................................12
3.3 Research Approach..................................................................................................................................12
3.4 Data Types and Sources................................................................................................................................13
3.5 Population and Sampling Techniques...........................................................................................................13
3.6 Data Analysis Method.............................................................................................................................15
3.7 Reliability Test..............................................................................................................................................15
4. Work Plan/Schedule...........................................................................................................................................16
Table 4.1 Activities plan.....................................................................................................................................16
Table 4.2 Financial Budget Plan time.................................................................................................................16
5. REFERENCES................................................................................................................................................17

III
APPENDIX: QUESTIONNAIRE...........................................................................................................................20

IV
CHAPTER1: INTRODUCTION
1.1 Background of the Study
Around the world, the banking industry has a vital role by escalating its technology in the growth
and development of an economy. Strong banking industry is needed for competent financial
services. It also helps to have a significant effect to support economic development for every
country. Every time banks are modifying their strategies to get in touch with their customers in an
easy and cheap way. The banking system is the backbone of the economy and information
technology (IT) in turn will be become the backbone of banking activities. The traditional banking
activities are modernized by using the electronic banking (E-banking) system (Akshaya, 2018).

In order to satisfy the increasing need of bank customers, electronic devices contribute a dominant
role. In bank sectors, giving electronic-based services to customers are increasing day by day. The
increasing demand for such services enforced the banks to invest on E-banking. E-banking
services like internet banking, mobile banking, telephone banking, ATM and POS network brings
significant advantages to customers in the delivery of existing products. The main advantage of
such services is the availability of operations for 24 hours and 7 days. According to, (Salehi and
Zhila, 2018) E-banking involves an electronic connection between bank and customer in order to
prepare, manage and control financial transactions of the customer via the bank. E-banking is a
modern delivery channel of banking services (Ahasanul,2019).
E-banking is one of the most recent phenomenon’s in the financial service organization. This
method was established in the mid-1990s, there after it becomes more important (Allen L &Rai,
1996). It has been widely used in developed countries. However, in developing countries, the
spread is much limited. As suggested by Classens et al (2012), developing countries in general
have an advantage as they can learn from the experience of advanced countries. Today, almost all
banks in Ethiopia are adopting electronic banking as a means of enhancing service quality. It also
increases customer satisfaction in delivering banking services (Shittu, 2010). The rapid expansion
of Electronic banking Systems throughout the world, forces the banking industry to implement and
improve E-Banking Service qualities.
In Ethiopia, an E-banking service (ATM) has emerged in late of 2001. It was introduced by the
commercial bank of Ethiopia (CBE) to deliver service to local users. Despite being the pioneer in
introducing ATM-based payment system, CBE was challenged by other competitor banks like
Dashen Bank, which was worked aggressively to maintain its lead in the E-payment system
(Gardachew W. 2014). Banking plays in capital mobilization and granting of financial facilities
that are crucial to business development and growth. As business always needs to find ways of
improving products and services deliveries, it will be useful to understand how different Factors
affect the adoption of E-banking system and in which way the technological innovations can
benefit the banking industries to provide service to customers (NBE, 2017).

There are many E-banking delivery channels to provide banking service to customers. Among
them ATM, POS, Mobile banking and internet banking are the most widely used services in CBE.
As CBE report from 18.8 million customers only 1.7 million customers have activated mobile
banking, 36,768 customers in internet banking and 11,796 POS Machines are available in
merchant site (CBE annual Report, 2021). The market share indicates that CBE is a major player
in the banking industry in relation with the electronic payments. CBE holds more than50% of the
market such as number of ATMs (50.7%), number of POS (77.37%), number of payment card
(74.54%), number of mobile banking users (80.87%) and number of transactions by internet
banking users (94.39%).

According to (Jamal and Nasser, 2013), customer satisfaction (CS) defined as a feeling or attitude
in the customer related to one service or product after using it. Also, (Hoyer andMaclnnis,2001)
said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement,
and delight. As (Hansemark and Albinsson, 2004) stated that satisfaction is an overall customer
attitude towards a service provider, or an emotional reaction to the difference between what
customers anticipate and what they receive, regarding the fulfillment of some need, goal or desire.
Therefore, this study aims to provide a base for increasing CS by improving electronic banking
service quality(SQ) at CBE.
1.2 Statement of the Problem
Bank is a financial institution which delivers its service to the bank customers. Banks recognized
that CS as the significant factor to increase their business profit. So, banks develop and maintain
strong relationship with their customers. On the other hand, numerous banking institutions are
experiencing an increase number of customer dissatisfaction. According to, (Manrai and Manrai,
2017) customer dissatisfaction is the major reason for bank customers to go to other banks. This
could happen because of different reasons: access, services, products, prices, personnel skills,
treatment, credibility, responsiveness, waiting time, location and technology. As (Sangwan, 2019),
satisfied customer has a potential to influence and bring 100 new customers, on the contrary
dissatisfied customer can potentially influence 1,000 customers. Most of the studies have been
done on issues related to CS of ATM service in Ethiopia bank sectors.

There are many E-banking delivery channels to provide banking service to customers. Among
them ATM, POS, Mobile banking and internet banking are the most widely used services in CBE.
As CBE report from 18.8 million customers only 1.7 million customers have activated mobile
banking, 36,768 customers in internet banking and 11,796 POS Machines are available in
merchant site (CBE annual Report, 2021). The market share indicates that CBE is a major player
in the banking industry in relation with the electronic payments. CBE holds more than 50% of the
market such as number of ATMs (50.7%), number of POS (77.37%), number of payment card
(74.54%), number of mobile banking users (80.87%) and number of transactions by internet
banking users (94.39%).(CBE annual Report, 2021)
E-banking services qualities in CBE have become a challenge to the bank recently. These service
quality problems include operational challenges which are being attributed to the complexities of
the online banking system which resulted in complains by a large number of customers. Other
problems experienced include: processing errors resulting to miss-routing of funds thus leading to
inconveniences; system disruptions due to low or lack of connectivity to the server, weak control
and security shortcomings; unanticipated events resulting in the banks inability to deliver e-
services such as system failures; fraudulent actions due to system failures, which created a high
reputational risk. Sharing of negative word of mouth among customers of CBE has created the
bank’s reputation at risk. There is also a legal risk which arises from misuse or third party access
of accounts during the use of e-banking services at CBE. (Ghost & Gnanadhas, 2011).
All these challenges have initiated the researcher to study the service quality perceptions of
electronic banking services at CBE and its consequences on customer satisfaction. So far there are
a few studies conducted on the effect of electronic banking service qualities on customer
satisfaction at CBE. But none of them are assessed the customer side effect of e-banking service.
Therefore, this study will tries to fill the gap of the previous empirical research and mainly focus
on to know customer view about E-banking service quality, also to see the affiliation of e-banking
variables listed by other researchers which causes customer satisfaction in e-banking. This study
therefore, will investigate the effect of electronic banking service qualities on customer satisfaction
of CBE Customers.

1.3 Objectives of the study

1.3.1General Objective
The general objective of the study will be to examine the effect of Electronic Banking Service
Quality on customer satisfaction of CBE.

1.3.2 Specific Objectives

The study will have the following specific objectives:
 To examine the effect of reliability of e-banking services qualities on customer satisfaction
of CBE
 To investigate the effect of availability of e-banking services quality on customer
satisfaction;
 To determine the effect of system security of e-banking services quality on customer
satisfaction;
 To determine the effect of transaction performance quality of e-banking services on
customer satisfaction;
 To examine the effect of ease of use of e-banking services quality on customer satisfaction

1.4 Research Question

The study will have the following research questions:

 What are the effect of reliability of e-banking services qualities on customer satisfaction of
CBE
 What are the effect of availability of e-banking services quality on customer satisfaction;
 What are the effect of system security of e-banking services quality on customer
satisfaction;
 What are the effect of transaction performance quality of e-banking services on customer
satisfaction;
 What are the effect of ease of use of e-banking services quality on customer satisfaction

1.5 Hypothesis of the Study

In this study, the proposed model and its hypotheses regarding the CS will be:
H1.the quality of E-Banking service reliability has a significant effect on customer satisfaction.
HO. the quality of E-Banking service reliability has no significant effect on customer satisfaction
H2.E-banking Service performance efficiency quality has a significant effect on customer
satisfaction
HO. E-banking Service performance efficiency quality has no significant effect on customer
satisfaction
H3. Availability of e-banking service quality has a significant effect on customer satisfaction
HO. Availability of e-banking service quality has no significant effect on customer satisfaction
H4. Ease of use of E-banking service qualities has a significant effect on customer satisfaction
HO. Ease of use of E-banking service qualities has no significant t on customer satisfaction
H5. E-banking service system security quality has a significant effect on customer satisfaction
HO.E- banking system security quality has no significant effect on customer satisfaction 28

1.6 Significance of the Study

The research work provides a feedback to CBE. to improve the customer satisfaction with respect
to E-Banking services qualities provided by the bank based on the findings and recommendations
of the study. It will also strengthen the relationship between banks and customers in order to
provide better services, and contribute in future developments. This will benefit the banking
institutions to reformulate a better strategy to attract their customers to adopt and retain E-banking
services.
In addition, the study will provide the needed suggestion to the commercial banks in Ethiopia, the
regulatory body and the Consumer Protection Agency for further strengthen their decision to
ensuring the customers within the best services.
Finally, it can also be used as a reference to other researchers as an input for conducting similar
researches in the future on the same topic.
1.7 Scope of the Study
This study considers only the customers’ satisfaction perspectives with respect to E-banking banking
services like ATM, POS Mobile banking and internet types of E-banking Services provided by CBE.
The study will be conducted on selected e-banking service internal and external customers of CBE
selected from four district offices found in Addis Ababa.
Due to the cost and time required to conduct the study will be expensive so that, the study will be limited
to restricted city and banks.

1.8 Organization of the Paper

The study will contains five main chapters. The first chapter contains the introduction part which
contains background, statement of the problem, objectives of the study, hypothesis of the study,
significance of the study and scope of the study. The second chapter contains literature review part
which includes introduction, theoretical frame work, empirical review and conceptual framework. The
third chapter contains methods part i.e. research design, research approach, data types and sources,
population and sampling techniques, data analysis method and reliability analysis was discussed. The
fourth chapter contains results and discussion part which includes data preparation, descriptive analysis,
determinant factors of CS, correlation analysis and regression analysis.
Finally, the fifth chapter contains summary, conclusion, recommendations, and limitations of the study
CHAPTER2: LITERATURE REVIEW
2.1 Introduction
This chapter presents a review of previous studies related to CS with the E-banking service. It
outlines theoretical frame work, empirical review and conceptual framework.

2.2 Theoretical Framework

2.2.1 E-banking

E-banking is a form of banking service where funds are transferred through an exchange of
electronic signal between financial institutions, rather than exchange of cash, checks, or other
negotiable instruments (Kamrul 2019). E-banking, also known as electronic funds transfer(EFT),
is simply the use of electronic means to transfer funds directly from one account to another, rather
than by check or cash (Malak 2017).

The use of E-banking is an option for the dissemination of financial institutions has turned in to
competitive to ol rather than only an approach to accomplish competitive advantage of preference
with the appearance of globalization and fiercer rivalry (Flavián et al, 2004; Ganand Clemes,
2016). The term E-banking refers to a number of ways in which customers can access their banks
without having to be physically present in the bank branch (Leow, 2019).E-banking services have
provided numerous benefits for both banks and customers.

E-banking is critical in the transformation drive of banks in areas such as products and services
and how they are delivered to customers. Thus, it is seen as an appreciated and powerful tool in
the development, growth, promotion of innovation and enhancing competitiveness of banks
(Gupta, 2008; Kamel, 2015). According to Abid and Noreen (2016) E-banking outlined as any use
of knowledge and communication technology and electronic means that by a bank to conduct
transactions and interact with stakeholders.
2.2.2. Types of E-Banking
2.2.2.1 Automated Teller Machines (ATM)
Rose, (1999) as cited in Abor, describes ATMs as follows: “an ATM combines a computer terminal,
database system and cash vault in one unit, permitting customers to enter the bank’s book keeping
system with a plastic card containing a PIN or by punching a special code number into the computer
terminal linked to the bank’s computerized records 24 hours a day”. It offers a great deal of banking
services to clients.
ATMs are efficient method for getting higher profitability as it accomplish higher efficiency per duration
of time than human tellers ;as compared to human tellers ATMs perform around 6,400 exchanges every
month in contrast to human tellers that perform only 4,300 transactions per month performed (Rose,
1999). Furthermore, ATMs ability to work after banking hours provides continuous service to customers.
2.2.2.2 Telephone Banking
"Telephone Banking can be considered as a form of remote or virtual banking, which is essentially the
delivery of branch financial services via telecommunication devices where the bank customers can
perform retail banking transactions by dialing a touch-tone telephone or mobile communication unit,
which is connected to an automated system of the bank by utilizing Automated Voice Response (AVR)
technology” Balachandher et al, 2001).
As indicated by Leow, (1999), telephone banking offers several advantages for customers and banks. It
provides convenience, easy access and customers also save time. On the part of the banks telephone-
banking services are less costly than those of branch based services. It has almost all the benefits of
ATMs, except that it lacks the productivity generated from cash dispensing by the ATMs. Customers get
access to banking services at their various offices and homes.
2.2.2.3 Personal Computer Banking
Personal Computer Banking is a sort of service which provides the bank's clients to access their banking
data through a restrictive system, through software installed on their personal PC. By having access the
customer can perform a great deal of banking services. The significance of PC proficiency has brought
about expanding the utilization of PCs. This positively bolsters the development of PC banking.
Customers have access banking services even at their homes and offices Abor,( 2005).
2.2.2.4 Internet banking
According to (Essinger, 1999) internet banking is: “to give customers access to their bank accounts via a
web site and to enable them to enact certain transactions on their account, given compliance with
stringent security checks” as per the Federal Reserve Board of Chicago‟s Office of the Controller of the
Currency (OCC) Internet Banking Handbook (2001), Internet banking is described as “the provision of
traditional (banking) services over the internet”. Internet banking provides convenient and flexible
services to customers. It enables customers to transact almost all their banking transactions online. One
could check accounts, query the bank and also transfer funds to other people on different accounts, it is
the most financially innovative method for yielding higher profitability. Another feature of internet
banking is that, it gives a 24/7 access to customers.
2.2.2.5 POS /point of Sale/
Point of sale also sometimes referred to as point of purchase (POP) checkout is the location where a
transaction occurs. A “checkout” refers to a POS terminal or more generally to the hardware and
software used for checkouts, the equivalent of an electronic cash register. A POS terminal manages the
selling process by a sales person accessible interface. The same system allows the creation and printing
of the receipt Shittu,( 2010).
2.2.2.6 Mobile Banking
Mobile banking also known as M-Banking is a term used for performing balance checks, account to
account transactions, payments, credit applications and other banking transactions through a mobile
device such as a mobile phone or Personal Digital Assistant (PDA). The earliest mobile banking services
were offered over SMS, a service known as SMS banking.
Mobile banking is used in many parts of the world with little or no infrastructure, especially remote and
rural areas. This aspect of mobile commerce is also popular in countries where banks can only be found
in big cities, and customers have to travel several miles to the nearest bank. The scope of offered services
may include facilities to conduct bank and stock market transactions, to administer accounts and to
access customized information Tiwari andBuse, (2007).
Literally this is banking on the mobile phone. Mobile banking is a system or platform in which
customers are automatically updated on any changes in their account. These changes may come in the
form of account debits and credits or any charges to the account. All it needs for mobile banking is a
mobile phone with a well-functioning text messaging system. SMS banking falls under this category.
This system uses short text messaging system to inform customers about the movement of their account
2.2.3. Service Quality
Service quality can be defined as the customer judgment about a service providers overall excellence
Jelena, Natalja & Konstantins, (2013). It is considered as a critical factor that can be used to make a
difference from other competitors Nagabhushanam, (2011).
E-banking provides a twofold advantage: the banks adopt a better, faster, and cheaper way to market and
deliver services and products online, whereas customers are enabled to conduct
banking transactions over the internet anytime and anywhere Lussier & Hendon, (2017); Polatoglu &
Ekin, (2001).The bank began to communicate to customers, a quality online experience Manju,( 2020);
as a result, web-based banking grants continue to evolve and have become an unstoppable underlying
competitive agent for banks to attract and retain
customers Sadowski, (2017). Kassim and Abdullah (2010) emphasized that by leveraging the internet,
business organizations can free up revenues through online websites, provide
customers with higher value levels in new ways, and provide opportunities for companies and customers
to interact more.
E-service quality defined as the ability to which a web site can facilitate efficient and effective shopping,
purchasing and delivery of products and services (Zeithaml et al. 2000).
The present business era is now named as “Quality Era” because perceived quality of the product is
becoming the most important competition factor in business world (Bedi, 2010). It is now the most
powerful competition weapon and organization’s life giving blood.
The main objective of this research is to understand to what extent the quality of electronic Banking
services offered by banks would affect the satisfaction of the customer in the the banking sector.
According to Gr.nroos (1998), there is a steady and positive relationship that gathers both the E-service
quality and customer satisfaction.
Indeed,Parasuraman, Zeithaml, and Berry (1988) also concluded in his study that the relationship
between quality of service and customer satisfaction is very strong and durable (Parasuramanet al.,
1988). , Jain has justified this relationship and reaches the conclusion that great customer satisfaction
greatly depends on receiving a better and higher quality service Jain & Gupta, 2004).
Perceived service quality refers to the consumer’s global attitude or judgment of the overall excellence
or superiority of the service. It is a result from comparisons by consumers expectations with their
perceptions of service (Caruana& Malta, 2002). That means it can be termed as the extent of matching or
the degree of discrepancy to which the service delivered matches customer expectations (Parasuraman,
Zeithmal, & Berry, 1988). Delivering quality service means conforming to customer expectations on a
consistent basis (Thakur, 2011).
Today one of the most dominant topics of research in services is service quality. It is necessary for
service providers to understand how customers evaluate the quality of service. When customers consume
a product, they compare the quality of the service with their prior expectations, which leads to their
satisfaction or dissatisfaction (Thakur, 2011).
2.2.5. Customer Satisfaction in Banking
Customer satisfaction Anouze et al., (2019) and quality are parallel Liljander & Strandvik, (1995). E-
banking (Sardana & Singhania, 2018) plays a more critical role in the development of the banking
industry by boosting customer satisfaction levels through reliability and tenability Al-Zadjali et al.,
(2015). Customer satisfaction is a crucial factor in all sectors, especially in the service sector Pooya et
al., 2020; Tseng & Wei,( 2020).
Customer satisfaction is a key determining factor why customers leave or stay with a bank. However,
keeping customers is also dependent on a number of other factors. These include a wider range of service
choices, greater convenience, better prices, and enhanced income Thakur, (2011).
Ioanna, (2002) cited in Thakur, (2011) further proposed that differentiation is nearly impossible in a
competitive environment like the banking industry. Banks everywhere are delivering nearly same
services. Thus, bank management tends to differentiate their firm from competitors through service
quality.
Service quality is a crucial element which impact customers’ satisfaction level in the banking industry.
Generally in banking, quality is a multivariable concept, which includes differing types of convenience,
reliability, services portfolio, and critically, the staff delivering the service Storbacka et al., (1994) cited
in Thakur,( 2011).
Minimum price with maximum usage and profit always breeds higher level of satisfaction Jamal And
Kamal, (2004) cited in Afsar, (2010). When pricing is not suited to the needs of the customers,
dissatisfaction usually occurs. In banking industry also, the interest rates on loans and charges on the
usage of online services such as ATM machines and the processing fee is a major source of conflict
between the bank and its customers. If customers think that the charges are more than it should become
comparing to their needs, they switch. Competition is now fierce in banking industry as it has become
too easy to open an account in any other bank that results switching cost to be very minimal.
But if a customer is satisfied, the loyalty injects automatically and the customer remains with the current
banker for a longer and longer period of time Fox &Poje, (2002) cited in (Afsar , 2010).
2.2.6. The Relationship between Service Quality and Customer Satisfaction
Comment [l2]: without having a detailed concept regarding service quality, how did u review their
relationship with the dep variable?
service quality and customer satisfaction contribute to the success and continuity of the work Daniel &
Berinyuy, 2010; Sadowski,( 2017).
Customer pleasure is the support of the absolute achievements of the quality revolution,
which is mainly reliant on customer’s cognizance of overall service quality Husnain & Akhtar, (2016) as
stated by Toor et al. (2016). Many studies have established the relationship between service quality and
customer satisfaction. Companies and organizations strive hard to achieve high customer satisfaction,
especially those companies that consider a long-term relationship
with customers as an asset. However, understanding the service quality components remains to be a
subject of discussions and arguments. in the banking sector, customer satisfaction has become a key
consideration for successful business operations although identification of service quality characteristics
may not be fully understood Belas & Gabčova, (2016)
The status or prestige of an organization is determined by the quality of the provided services.
Organization of high quality level of its services has a high competitive position. Achieving higher level
of service to meet the need of customers. Studies confirmed that service quality and customer
satisfaction have strong relationship (Alagheband, 2006; Bedi, 2010; Keiningham, 2005). When the
customer receives high quality service his behavior and attitude towards the organization will be positive
and that would strengthen the relationship with the organization and vice versa. Customer satisfaction is
the most important criteria that enable organizations to ensure the quality of their goods or services
Parasuraman et al., (1985).
In case of the banking sector, recognized standard scales to measure the perceived quality of a bank
service is not available. Thus providing high quality service is being taken as an important weapon to
survive and to gain and maintain competitive advantage (Bateson, 1985) cited in (Thakur , 2011).
For commodity like products, quality can be measured easily by its features. But quality of service
depends heavily on the quality of the personnel of service provider or the provider himself. Studies on
customers’ switching from banks have found that they do so because they considered to be poorly
serviced. Quality service improved customer satisfaction and reduced customer erosion (Thakur,
2011).service quality is the key to measure e-banking user satisfaction. Researchers have paid much
attention to the close relationship between service quality and customer satisfaction (Parasuraman et al.,
1985).

2.2.7. Measuring Customer Satisfaction

Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate
level. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the customer can
compare the organization’s products (David, 2010).
It is also well recognized that measuring service quality is more difficult than to measure good’s quality
because of the unique characteristics of services. The main characteristics of services in general and
banking services in particular are the following (Parasuraman, Zeithmal, & Berry, 1988): It’s intangible,
since services are not material and cannot be touched. The production and consumption of service
happens at the same time, which means that it is produced upon request.Service cannot be stored .
Most researchers found that service quality is the antecedent of customer satisfaction (Bedi, 2010;
Kumar et al., 2010; Kumar et al., 2009; Naeem and Saif, 2009; Parasuraman et al., 1988). Quality
customer service and satisfaction are recognized as the most important factors for bank customer
acquisition and retention (Jamal, 2004; Armstrong and Seng, 2000; Lassar et al., 2000). Service quality
is considered as one of the critical success factors that influence the competitiveness of an organization.
A bank can differentiate itself from competitors by providing high quality service. Service quality is one
of the most attractive areas for researchers over the last decade in the retail banking sector (Avkiran,
1994; Stafford, 1996; Johnston, 1997; Angur et al., 1999; Lassar et al., 2000).
According to (Tse& Wilton, 1988) customer satisfaction is the consumer’s response to the evaluation of
the perceived discrepancy between prior expectations and the actual performance of the product.
2.2.8. Customer Satisfaction and its Consequences
Satisfaction has been considered as one of the most important theoretical as well as practical issues for
most marketers and customer researchers (Jamal, 2004). Satisfaction reflects a post-purchase evaluation
of product quality given pre-purchase expectations (Kotler, 1991). On one hand, within literature on
services marketing,
Satisfaction has traditionally been defined as a cognitive-based phenomenon (Westbrook, 1987).
Cognition has been studied mainly in terms of the expectations/ disconfirmation paradigm; also known
as the confirmation/ disconfirmation paradigm, which states that expectations originate from the
customer's beliefs about the level of performance that a product/service would provide (Oliver, 1980).
Many marketing scholars (Tse and Wilton, 1988 Anderson and Sullivan, 1993; Patterson et al, 1997),
indicate that customer satisfaction is related to the size and direction of disconfirmation, which is defined
as the difference between the post- purchase and postusage evaluation of the performance of the
product/service and the expectations held prior to the purchase. On the other hand, other studies (Dube-
Rioux, 1990; Homburg et al, 2006) have recognized that the affect experienced during the acquisition
and consumption of the product or service can also have a significant influence on satisfaction
judgments.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the customer can
compare the organization's products. Organizations of all types and sizes have come to realize that their
main focus must be to satisfy their customers.
This applies to industrial firms, retail and wholesale businesses, government bodies, service companies,
nonprofit organizations and every subgroup within an organization. There is a substantial body of
empirical literature that establishes the benefits of customer satisfaction for firm. Organizations are
increasingly interested in retaining existing customers while targeting non- customers; measuring
customer satisfaction provides an indication of how successful the organization is at providing products
and/or services to the marketplace.
2.3 Empirical Review
Some related studies are conducted by different researchers in different parts of the world. However,
only limited numbers of studies conducted in Ethiopia on e-banking service technology. Specifically
(Gardachew, 2010) conducted a research on the opportunities and challenges of e-banking in Ethiopia.
The study was focused on analyzing the status of electronic banking in Ethiopia and investigates the
main challenges and opportunities of implementing e-banking system. The author conducted a survey on
the existing operating style of banks and identifies some challenges of using e-banking system, such as,
lack of suitable legal and regulatory frame works for e-commerce and e- payments, political instability in
neighboring countries, high rates of illiteracy and absence of financial networks that links different
banks.
As Mekdes (2015) mentioned in (Wondossen&Tsegai, 2005) also studied the challenges and
opportunities of e-payments in Ethiopia; their objective was studying of e-payment practices in
developing countries. The authors employed interview and on site observation to investigate challenges
to e-payment in Ethiopia and found that, the main obstacles to the development of e-payments are, lack
of customers trust in the initiatives, unavailability of payment laws and regulations particularly for e-
payment, lack of skilled manpower and frequent power disruption. According to (Wondwossen&Tsegai,
2005), an adequate legal structure and security framework could foster the use of epayments, which is
contradicting with the finding of the previous study.
The study of (Bultum, 2014) aims to identify factors that affect adoption of e-banking in the Ethiopian
banking industry. The study was conducted based on the data gathered from four banks in Ethiopia; three
private banks (Dashen bank, Zemen bank and Wegagen bank) and one state owned bank (commercial
bank of Ethiopia). A mixed research approach was used to answer the research questions that emerge
through the review of existing literature and the experiences of the researcher in respect of the e-banking
system in Ethiopia. The study statistically analyzes data obtained from the survey questionnaire.
A research framework developed based on technology-organization environment model (TOE)
developed by Tornatzky and Fleischer. The result of the study indicated that, the major barriers
Ethiopian banking industry faces in the adoption of electronic banking are: security risk, lack of trust,
lack of legal and regulatory frame work, lack of ICT infrastructure and absence of competition between
local and foreign banks.
The study suggests a series of measures which could be taken by the banking industry and by
government to address various challenges identified. These measures include establishing a clear set of
legal framework on the use of technology in banking industry, supporting banking industry by investing
on ICT infrastructure and banks needs to be focused on technological innovation competition rather than
traditional bases of retail bank competition.
Furthermore (Assefa, 2013) conducted a study on the impact of e-banking on customer satisfaction in
two private banks in Gondar city. The researcher employed descriptive and inferential statistics in
analyzing this study and it was limited to customers of two privet banks only. The results of the study
implied that majority of users of e-banking are the young, the educated, salaried and students, business
men and women are not actively using the service of e-banking, e-banking currently provided for saving
and current accounts holders only, e-banking reduced frequency of bank hall for banking service,
reduced waiting time for customers, there are customers who don’t know the fee charged for being e-
banking users , the bank customers satisfaction increased after being e-banking users, enabled customers
to control their account movements and there is high opportunity to expand e-banking service in the city.
The study of AlaEddin&Hasan, (2011) on e-banking functionality and outcomes of customer satisfaction
in Jordanian commercial banks, it aims to explore the adoption of e-banking functionality and
investigates the impact of e-banking on the outcomes of customer satisfaction. A purposive sampling
technique was employed to recruit 179 customers representing the desired range of demographic
characteristics (e.g. gender, age, and computer use), previous internet experience levels and product-
related knowledge. The research showed that adoption of e banking (accessibility, convenience, security,
privacy, content, design, speed, fees and charges) had a positive effect on Jordanian Commercial Bank
customers'' satisfaction.
Gerrard et al (2006) in their study in Singapore identify risk to be an important factor for Internet
Banking adoption. All respondents who did not use internet banking services had a negative perception
of the security in Internet Banking. The respondents perceived that there were many security risks when
using the internet. They felt the privacy was a concern, feeling all their financial information could be in
jeopardy. Risk was one of the two most frequently mentioned factors in their study, concern about risk
was mentioned by all respondents. An empirical investigation conducted by (Sathye, 1999) on the
adoption of Internet Banking by Australian consumers also identified, security concerns as key factor in
internet banking adoption. A report on Internet Banking in Australia finds that, security concerns among
banks and customers are keeping both away from Internet Banking (Sathye, 1999).
The study of (Kerem, 2003) on the adoption of electronic banking: underlying consumer behavior and
critical success factors conducted in Estonia, was intended to study the further understanding of, how
consumers perceive electronic banking in the heyday of interactive channels in Estonia, as Estonia is
internationally renowned for being a pioneer in the acceptance of new technologies. A series of an in
depth interviews was conducted with leading industry experts in Estonia. The selection criterion for the
respondent was mainly their involvement with the development of Internet banking systems from the
early days of its emergence.
The survey conducted for this research addressed six different issues influencing the adoption of Internet
banking (Better prices, Recommendations, Better service, marketing efforts, better access and higher
privacy). The most important factors in starting to use Internet banking are first and foremost better
access to the services convenience, better prices and higher privacy. Better service (i. e. preferring self-
service over office service) was also of above average importance. Two factors that the respondents did
not consider relevant to their adoption decision were banks'' marketing activities and personal
recommendations from friends and colleagues. Also the survey conducted six main obstacles (computers
are difficult, no access to internet, internet banking is expensive, low security, have had no chance to try
and I prefer personal contact) in adopting Internet banking (results of a preliminary study, 100
respondents), the most important factors discouraging the use of Internet banking are lack of Internet
access and not having a chance to try out Internet banking in a safe environment. Finally the research
indicates that banking activities alone may not be sufficient in achieving growth if general infrastructure,
economic environment and government initiatives are not supportive.
The aim of the study was to collect South African data in order to test out the hypotheses regarding the
factors, which affect adoption of Internet banking and compare these results with those collected in other
countries. Online questionnaire was used to collect empirical data and the results of the study shows that
intention to adopt internet banking can be predicted by attitudinal factors, perceived behavioral control
factors to lesser degree, and not by subjective norms. All attitudinal factors except banking needs are
found to be significant, with complexity and risk showing a negative relationship.
(Jannatul, 2009) in his study of e-banking & customer satisfaction which focus on understanding the
impact of variables of e-banking, on customer satisfaction in Bangladesh, five service quality dimensions
namely reliability, responsiveness, assurance, empathy, and tangibles are established based on the
SERVQUAL model and the literature review. These variables are tested in e-banking to explore the
relationship between service quality and the customer satisfaction.
The study shows that these factors are the core service quality dimensions for customer satisfaction in e-
banking. It also explores that reliability, responsiveness, and assurance have more contribution to satisfy
the customers of e-banking in Bangladesh.
In general, most of e-banking related studies are too remote for our cases and even the study of (Assefa,
2013) which is found to be similar to the present topic were done in qualitative approach also ignores
private banks e-banking customers. Thus to address the current gap in the literature, methodology and
question of representativeness this study is designed to examine the effect of e-banking service qualities
on the satisfaction of customers of Dashen BankS.,Co

2.4 Conceptual Framework

The service quality variables identified by (Parasuraman et al., 1994) are reliability, responsiveness,
competence, accessibility, courtesy, communication, credibility, security, understanding and tangibility.
Service quality leads to overall customer satisfaction. It is one of the service factors contributing to
customers’ satisfaction judgments and can be considered in multi-level and multi-dimensional
(Caruana& Malta, 2012).
2.4.1. Definition and Features of Independent Variables
Reliability
Reliability refers to the ability to perform the promised service accurately and consistently. It involves
accuracy in billing, keeping records correctly, and performing the service at the designated time.
Reliability consists of providing services as promised, dependability in handling customers’ service
problems, prompt reply to customer enquiries, provide services at the promised time and maintaining
error-free record. Reliability is the most important factor in conventional service (Parasuraman,
Zeithaml, & Berry 2018).
performance
service performance efficiency is the ability of the customers to get any of e-banking service, find the
desire product and information associated with it, and check out with minimal of effort. Service
performance efficiency also can be understood as performance of e-banking base on some
elements:like,up to date information, Performance is the operating quality of each e-banking service and
feature offered by banks. It includes whether e-banking services provide in multi-language or not, e-
banking provide 24 houres-7 days service, allow to transfer funds between banks (Garvin, 2017).
response time, download time, complete product information, tutorial/demonstration, and help function
(Leelapongprasut et al, 2015).
Service Security
Security is defined as the freedom from danger, risk, or doubt. It involves physical safety, financial
security and confidentiality. It consists of employees who instill confidence in customers, making
customers feel safe in their transactions, employees who are consistently courteous and employees who
have the knowledge to answer customer question (Parasuraman, Zeithaml& Berry, 2015). Moreover,
security is defined as personal and possessions safety of the customers. It also includes confidentiality
maintained by service providers (Johnston, 2017).
Ease of Use
Ease of use is important in using e-banking, which related to customer apprehension about the efforts
required to learn to use e-banking (David, 2018). It is considered as the factor influencing the adoption
of e-banking, and related to an easy-to-remember pin codes and URL address, well organized and usable
software, easy of site navigability, concise and understandable contents, terms and conditions
(Alagheband, 2016).
Availability
Refers to the availability of e-banking services near to the customer and the availability of efficient and
fast service and also the availability of good customer service which includes the willingness of the staff
to assist and communicate customers responsively.
In addition to this, availability refers to the presence of ICT/Information Communication Technology/
infrastructure in Dashen Bank which is convenient to provide E-Banking Services

The conceptual frame work will be developed based on the dependent and independent variables,
as can be seen in Figure 2.1 below. In the research model the five independent variables will be
taken into account for the CS.

Figure2.1Conceptual Framework
INDEPENDENT VARIABLES DEPENDENT VARIABLE

Reliability
Availability Customer
Satisfaction (CS)

Source: Adapted from (Yoseph Degu, 2017)

Service
CHAPTER THREEsecurity
RESEARCH METHODOLOGY
3.1. Research Design
Mouton (2001) defines research design as a plan or blueprint of someone intending to conduct a
research. Research design involves how the researcher has planned to carry out the research. In this study
Explanatory and descriptive research designs is used. Explanatory research design refers to a research
Ease of use
which explores a certain phenomenon with the primary aim of understanding and explaining a
phenomenon or situation using descriptive statistics.
Explanatory research is used to get clarity and define the problem at hand clearly. As an explanatory
study the researcher aims at establishing the relationship between electronic banking service qualities
and customer satisfaction so as to add to the existing literature on the subject matter.
Descriptive designs were used to describe the current state of the effects of e-banking service qualities on
customer satisfaction in Dashen Bank S.Co.
3.2. Research approach
Quantitative research approaches were used. Quantitative research is a structured way of collecting and
analyzing data obtained from different sources. It involves the use of computational, statistical and
mathematical tools to drive results. Since this study was deductive which intended to test hypothesis
formulated based on the literature, quantitative research approach is used.
3.3 Population and Sampling Techniques of the Study
3.3.1 population of the Study
The population for this research analysis was the customers of Dashen Bank. The target populations
from which the sample was selected are 40,000 E-banking services external & internal customers
selected from six branches found under the four district offices in Addis Ababa.
3.3.2 Sample Size Determination
Based on a target population of 40,000 E-banking service customers and staffs found under the four
district offices in Addis Ababa, a sample of 380 persons were chosen for the study at assumed 95%
response rate. This sample size was determined using the Table developed by Krejcie and Morgan
(1970) when the population size is known.
3.3.3 Sampling Technique.
The selections of the sample respondents were made using haphazard or convenience sampling
techniques. Out of the 420 branches under the four district offices in Addis Ababa; taking the relative
size, year of operation of the branches, cost and availability of time for the study into consideration, six
branches namely Amoudi ,Beklobet ,Piazza, Megenagna,AfricaAndinet ,and Tana branches were
selected for the study.
In order to make generalizations with confidence about the case under investigation, the appropriate
sample size was considered. The sampling design for this population was haphazard or convenience
sampling technique.
3.3. 5 source of Data and collection procedures
Quantitative and qualitative data were gathered from both primary and secondary data sources. While the
study basically depended on primary sources of data from e-banking service users of Dashen Bank
internal and external customers, it also used secondary sources of data to fill the gap. The primary data
was collected from customers through a five point Likert scale type of questionnaires. Primary data are
described as those items that are original to the problem under investigation. This primary data was
collected from respondents sampled for the study. Primary data are necessary in order to get relevant,
original and reliable first-hand information about the Problem under study. Questionnaires are the major
tool of capturing the primary data because of its advantages over the other methods and its efficiency or
ability to capture more information from the source.
Secondary data were gathered from the available literatures, journals, reports and documents written
about the available services of E-banking in Dashen Bank. Secondary data’s like reports, journals and
written papers are also used in order to get information that are not possible to find in primary data’s.
3.4. Method of data analysis
The collected data were analyzed using quantitative data analysis method. Descriptive analysis such as
frequencies and percentage are used to present quantitative data in the form of tables and graphs. Data
was coded and entered in to the computer using statistical package for social science (SPSS Version 25)
for analysis. It gives means, standard deviations, correlations and Regression of each independent and
dependent variable. Customer satisfaction regressed against the five independent variables using the
regression model. The mean and standard deviation are the most descriptive statistical methods used in
this study to give a clear description of the data.
3.8. Ethical Considerations
The Researcher had considered and respected some ethical issues of Respondents like the right to
participate or not, the researcher had informed respondents about the purpose of the survey and the
confidentiality of their response were also ensured while conducting the study, emerging ethical issues
were also considered and attention had been given.
For this purpose the introduction part of the questionnaire stated the purpose and importance of the study
and its confidentiality. Respondents were informed that filling the questionnaire is based on their
willingness.
In order to collect primary data, questionnaires were distributed and only general information was
written in the paragraph of the questionnaire to protect their response from predisposition. The
confidentiality of respondents was protected and respondents’ identities were not disclosed.
Finally, all research findings has not been covered and is is free from any plagiarism by acknowledging
every reference used. In addition to this, the study was done in an open minded manner and attitudes
were expressed as they are. Nothing was modified and changed. Hence information collected is
presented as they are and all the literatures gathered for the purpose of this study were appreciated in the
reference. 31

3.7 Reliability Test

According to (Anderson, 2008), reliability is essentially the dependability of an instrument to test
what it was designed to test. Reliability refers to the consistency and dependability of a measuring
instrument; using it repeatedly should give us the same or similar results every time (Anderson,
I.,Gaile-Sarkane, E., 2008). In order to test the internal consistency of variables in this research
instrument, Cronbach's Alpha coefficient will be determined.
Table 3.3: logical framework
Objective Measurable variables Data type Research tool Data analysis
Primary Seconda Quest Interv Correlati percen regre qualit
source ry data ioner iew on tage ssion ative
Factors those are affecting √ √ √ √ √ √ √
the effectiveness of E- √ √ √ √ √ √ √
banking service

Factors which have strong √ √ √ √ √ √ √

relationship with the √ √ √ √ √ √ √
customers' satisfaction
√ √ √ √ √ √ √
√ √ √ √ √ √ √
Effects of the factors on the
satisfaction of E-banking
4. Work Plan/Schedule
The research work will consume about 8 months from August 2022 to December 2022

Table 4.1 Activities plan

Details of Tasks to be Performed Time Operation Period Remark
needed
1 Topic Identification and modification 30 days August 2022
getting authorization from Department
2 Working on chapter one and two 20 days August 2022
3 Working on chapter three 30 days September 2022
4 Compiling and submitting the proposal and 20 days October , 2022
development of Questionnaires
5 Pre- testing of the Questionnaire and 30 days November, 2022
orientation of the data collectors
6 Data Collection 30 Days December, 2022
7 Data Analysis 30 days October , 2022
8 Report Writing 20 days November, 2022
Finalizing: editing, printing & 20 days December, 2022
Submitting final paper

Table 4.2 Financial Budget Plan time

Details of Tasks to be Performed Cost in Birr

1 Commission for data collectors 3500

2 Cost of Stationery Services 2000

3 Cost of copy, printing and binding 2000

4 Transportation Cost 1500

5 Contingency 1,000.00
Total 10000.00
5. REFERENCES
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Gan, C andClemes,M.(2016).AlogitanalysisofelectronicbankinginNewZealand.

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APPENDIX: QUESTIONNAIRE
Dear Respondent:
My name is `Kidist Mulugeta, I am conducting research for my Master degree in Business
Administration at Alpha University. The title of my research is " The effect of Electronic
banking service quality in Customers' Satisfaction: The Case of Commercial Bank of
Ethiopia".

The aim of this study is to find out the effect of Electronic banking service quality in
Customers' Satisfaction. The success of this survey depends on your participation and honest
responses. I would therefore greatly appreciate your co-operation in answering the
questionnaire. Please be assured that your response will be kept strictly confidential and only
be used for academic purpose.

This questionnaire consists of two main parts and it should only take approximately Ten
minutes to complete it.

If you have any queries, please do not hesitate to contact me by:

Mobile number:

Email address: [email protected].

Full name: Kidist Mulugeta

Date: Signed:

x
x
Section I: Demographic profile of respondents
Please make a tick mark (√) in front of your response.

1. Gender: Male Female

2. Age: 20-30 31-40 41-50 51-60
3. Educational level: Diploma holder

First degree holder

Master’s degree

Above Masters
3. Monthly income (in Eth.Birr):

2001-3000

4001-5000

3001-4000

Above5000
4. Working Unit (for CBE Staff’s only)

EBSD

IT

Branch
5. Total service year with in your current position

x
x
Section II: Questionnaires related with the effect of E-Banking Services on Customer
Satisfaction.
Instruction: please put a tick (√) mark in front of your choice.

Note: SA-Strongly Agree, A-Agree, N-Neutral, DA-Disagree, SD-Strongly Disagree

Major E-Banking Service qualities that affect customer satisfaction SA A N D SD

in CBE
I. Questions related to Security of E-Banking Service Qualities
1 The security features of E-Banking services provided by CBE is not
good because I usually face doubled education from my account and my
ATM card is usually captured by the machine and wait for a long time to
get my Money and my card back.
2 I am not confident with the security aspects of e-banking services
provided by CBE.

3 Lack of sufficient government support affects customers willingness to

use E-Banking Services in Ethiopia in general and specifically in CBE

4 E Banking services security risks affect Electronic banking service

equalities in CBE

5 Electronic Banking Services provided by CBE are convenient and trusted.

6 E-Banking services provided by CBE do not allow others to access

My accounts
7 E-Banking services provided by CBE offers secure personal privacy

x
x
Major E-Banking Service qualities that affect customer satisfaction SA A N D SD
in CBE
II. Questions Related to Perceived Ease of Use of E-Banking
services
1 E Banking services of CBE makes banking Services easy
2 In the case of mobile and internet Banking Services of CBE

Customers can simply use banking service by using their cellphones

3 From the customers perspective, it is easy to use E Banking services to
accomplish banking transactions

4 Using E-Banking service systems simplifies the activity of clients to get

Banking services

5 The application installed on web browser for E banking services like

Internet banking and mobile banking is very slow and complicated
6 The management of CBE provides training courses for its staff when
introducing new E -Banking services to maintain and increase service
qualities
7 Adequate demonstration is provided to customers on how to use E
banking services in CBE

8 E Banking provided by CBE enables users to complete banking

activities more quickly and easily

Major E-Banking Service qualities that affect customer satisfaction SA A N D SD

in CBE
III. Questions Related to Availability of E-Banking Services

x
x
1 The availability of ICT Infrastructure in CBE is convenient to provide
E-Banking Services.
2 Availability of technological equipment to provide E-Banking services
in CBE is good
3 There is no problem in the Availability of appropriate maintenance up
on Failure Of E-Banking Service systems in CBE
4 There is no frequent available service in CBE When I apply for E-
Banking Service like anew ATM card or Replacement for lost or
damaged card.
IV. Questions Related to Accessibility of E-Banking services
1 E Banking service of CBE are fast and time saving
2 E-Banking Service of CBE are convenient, because it is available 7days
aweekand24houraday,to access my bank account
3 E banking service provided by CBE are more accessible and convenient
than visiting its Branches
4 The transaction performance CBE E-banking services are slow
5 Due to the frequent interruption of network, I cannot properly use the
E-Banking Services of CBE

x
x
Major E-Banking Service qualities that affect customer SA A N D SD
satisfaction in CBE
V. Questions Related to Reliability
1 E Banking services delivered by CBE are reliable and dependable
2 I am satisfied with E Banking service of CBE because it create better
service qualities
3 E Banking service of CBE has as better customer information control
tools
VI. Question Related to Customer Satisfaction
1 I am satisfied with the performance E-Banking services provided by
CBE
2 I am satisfied with CBE E-Banking services system security
3 CBE E-Banking service quality is reliable
4
I am satisfied with the CBE se-services AVAILABILITY.
5 I am satisfied with user friendly nature of E-banking services delivered
by CBE
6 E Banking service of CBE has as better customer information control
tools
7 I am satisfied with the CBE services quality..

Thank you for your time and respons!!

x
x
x
x