The Quality of E-Banking Services on Customer Satisfaction and Corporate Image: The Nigerian Experience
Posted: 27 Dec 2013 Last revised: 5 Apr 2016
Date Written: December 25, 2013
This paper seeks to see how the quality of electronic banking services affects customer satisfaction and corporate image of Nigerian banks. Specifically, it aims to examine the development of electronic banking services in Nigeria and how the delivery of these banking services affect customer satisfaction and corporate image of banks operating electronic banking services. In order to achieve the above aim, this paper examines the nature or types of banking services provided by Nigerian Banks so as to see if the delivery of these services meets the satisfaction of customers. Similarly, this paper also seeks to highlight the risks inherent in the non satisfaction of customers’ expectation and how these can be managed. A review theoretical literature on banking services, customer satisfaction and corporate image was achieved in order to see how in academic literature, the three concepts have been defined. Hence the development of constructs that aid in the definition as well as establishment of relationships between banking services, customer satisfaction and corporate image. Literature on Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM) and Diffusion of Innovations (DOI) are reviewed to theorise the relationship that exist between banking services, customer satisfaction and corporate image. However, in as much as so many funds are being invested by banks to have a robust platform that will enable electronic banking enhance customer satisfaction; there is no proportionate customer satisfaction. This paper observed that the facilities provided to ease customer transactions such as ATM (Automated Teller Machine) for cash withdrawal are either insufficient, out of service or unable to dispense cash while Only a bank has the facility to use an ATM for cash deposit (at limited branches). Also, there is still low patronage in the use of internet banking services due to lack of constant internet access, problems emanating from epileptic connecting service operated by the banks internet server that inhibits connection or the fear of internet fraud that is prevalent in this part of the world. Although, other banking services such as mobile banking is now available, it is observed that majority of the people still have faith in the traditional approach of delivering banking services because of fear of being scammed through the loss of vital information to their personal accounts. Consequently, negative image is developed due to negative service delivered and little or no satisfaction of customers. Therefore, this paper suggests banks to promote a secured, safe, efficient, prompt and effective all year round delivery of banking services to enhance customer satisfaction, corporate image and patronage.
Keywords: e-banking, customer satisfaction, corporate image
JEL Classification: M30
Suggested Citation: Suggested Citation