Electronic Banking Service Quality and its Relationship with Customer Satisfaction "An Empirical Study from the Perspective of a Sample of Customers at North Africa Bank in Al-Bayda City"

Abstract

This study aimed to investigate the nature of the correlational relationship between the quality of electronic banking (e-banking) services and their role in achieving customer satisfaction, from the perspective of a sample of customers at North Africa Bank in Al-Bayda city. To achieve this objective, the study adopted a descriptive-analytical approach. A questionnaire was developed as the primary tool for collecting field data from a sample of the bank's customers, yielding 265 valid and complete responses for statistical analysis. The demographic analysis revealed that the majority of respondents were male (%67.2), fell within the age group of 30 to less than 40 years (%59.6), and held university degrees (%60.4). Furthermore, the empirical findings indicated that both the implementation level of e-banking service quality and the level of customer satisfaction at the investigated bank were perceived as "moderate" by the sample members. The study also proved the existence of a statistically significant positive correlation between the targeted dimensions of e-banking quality (ease of use, electronic privacy, electronic security, and time-saving & responsiveness) and the customer satisfaction variable. Based on these outcomes, the study recommended that the bank's management must immediately develop privacy and encryption protocols to address the decline of the electronic privacy dimension to the last rank. It also emphasized activating advanced firewall systems to dispel customer concerns and enhance their digital trust in light of current cyber challenges. Additionally, the study highlighted the need to intensify advanced training programs for branch employees, qualify professional human resources capable of flexibly handling technical complaints, and rely on periodic channels to collect feedback to ensure continuous improvement and achieve a sustainable competitive advantage.