An Analysis of the Impact of Online Banking on Customer Satisfaction in Commercial Banks Based on the TRA Model (A Case Study of Stanbic Bank Lusaka Main Branch)

Abstract

The convenience, easy access, and acceptable means of transacting in the customers day-to-day business operations is making more banks’ customers satisfied with their service delivery. However, about 65% of Stanbic bank’s customers do not use the bank’s internet banking services and are dissatisfied with the bank’s customer service delivery. This study analyzed the impact of online banking on customer satisfaction in commercial banks based on the TRA model using Stanbic Bank as a case study. This study employed the cross-sectional study design conducted at Stanbic Bank’s headquarters in Lusaka district targeting bank customers. The sample size for the study was 196. Stratified Sampling was employed, respondents were selected by circular systematic random sampling, and a questionnaire was used to collect data. Kendall’s tau-b correlation was used to determine the relationship between online banking and customer satisfaction of banking services. Binary logistic regression was used to determine the influence of online banking on the outcome variable (customer satisfaction). A weak positive correlation between the use of online banking and customer satisfaction was established [(τb = .169, p = .012)]. Interacting gender of “being male”, having secondary education or below, negative behavioral belief, negative attitude, negative behavioral intention, and none usage of online banking reduces customer satisfaction [(p = .046); (CI: 95%)], [(p = .039); (CI: 95%)], [(p = .019); (CI: 95%)], [(p = .018); (CI: 95%)], [(p = .036); (CI: 95%)] respectively. Therefore, in the quest increase to increase customer satisfaction, the bank needs to consider these parameters in their strategic planning if it is to maintain or grow its customer base.