Factors Influencing Customer Satisfaction on E-Banking Services: A Study of Libyan Banks

Abstract

This study aimed to investigate the factors influencing customer satisfaction with e- banking services in Libyan banks, with a focus on perceived usefulness, perceived ease of use, perceived credibility, and customer attitude. A descriptive research design with a quantitative research approach was used, and data was collected through a questionnaire distributed online to 215 e-banking users. The findings revealed that perceived usefulness, perceived ease of use, perceived credibility, and customer attitude have a significant positive impact on customers' satisfaction with e-banking services. Customer attitude was found to be the most important factor, followed by perceived ease of use, perceived credibility, and perceived usefulness. The results of this study can be useful for banks in Libya in improving their e- banking services to enhance customers' satisfaction. Banks should prioritize improving customer attitudes towards e-banking services, followed by enhancing the ease of use and credibility of their platforms. Banks should also consider promoting the perceived usefulness of their e-banking services to further increase customer satisfaction. By taking these actions, banks can attract and retain more customers while staying competitive in the digital age. Additionally, these findings can contribute to the existing literature on e-banking services and customer satisfaction, providing valuable insights for future research.