E-banking service quality and customer satisfaction: a study of GCB Bank in Accra

Abstract

The study examined the effects of e-banking on customer satisfaction of GCB Bank. The study employed the quantitative approach of a descriptive design of which the targeted population were customers of five branches of GCB Bank in the Accra Metropolis. A total respondent of two hundred (200) e-banking users were purposively selected. Questionnaires were the main data collection instruments. It was found that respondents were aware, understood e-banking service and therefore used it. Respondents expected security issues to be low as compared to their awareness of cost and charges of banking services. On the other hand, respondents perceived that it was easy to use e-banking services as compared to its security and cost of using it. Moreover, by adopting the SERVQUAL model there was a negative gap analysis of the e-banking service quality. Thus, expectations of the respondents outweighed the perceptions of the respondents. Therefore, there is low level of customer satisfaction provided by GCB Bank on e-banking service quality. Furthermore, respondents found e-banking useful. However, poor network services, frequent breakdown of system, especially, ATM and insecurity affected customer satisfaction to a great extent. Therefore, the study recommended that the GCB Bank should review their charges on e-banking services. Also, the GCB Bank should improve upon their service quality, especially, on responsiveness, reliability and security issues. Moreover, the operations department of GCB Bank should ensure effectiveness and efficiency in its systems as well as good network.