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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | The effect of digital banking service quality on customer satisfaction the mediation role of brand image in the case of commercial bank of Ethiopian |
| Authors Name: | Yohannes Tesfaye Hareru |
| Unique Id: | IJSDR2404030 |
| Published In: | Volume 9 Issue 4, April-2024 |
| Abstract: | The study aimed to examine the effect of digital banking services on customers’ satisfaction: the mediating role of brand image in the case of Commercial Bank of Ethiopia. The study employed an explanatory research design and a quantitative research approach. A survey was conducted on 250 customers of Commercial Bank of Ethiopia who is using digital banking services using a convenience sampling method. A Structural equation model (SEM) is employed to estimate the theoretical model and hypotheses are empirically tested by the use of Partial Least Squares (PLS) through Smart PLS software. The findings of the study showed that ease of use and efficiency, responsiveness, security and privacy, and website and web design had a positive and statistically significant effect on brand image and customer satisfaction. Website design has a strong effect on brand image. Reliability has no statistical significance in determining brand image and responsiveness has no statistical significance in customer satisfaction. The study also discovered that brand image plays a role in mediating the relationship between website design and customer satisfaction. Additionally, brand image has a mediation role in the relationship between security and privacy and customer satisfaction. Finally, the study recommends that the CBE should incorporate personalized digital banking features, increase the quality of digital banking channels, and establish a complaint tracking system to identify service recovery and measure customer satisfaction at each transaction and update the drawbacks as possible. |
| Keywords: | Digital banking, Brand image, Customer satisfaction, CBE |
| Cite Article: | "The effect of digital banking service quality on customer satisfaction the mediation role of brand image in the case of commercial bank of Ethiopian ", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.9, Issue 4, page no.210 - 222, April-2024, Available :http://www.ijsdr.org/papers/IJSDR2404030.pdf |
| Downloads: | 000338172 |
| Publication Details: | Published Paper ID: IJSDR2404030 Registration ID:210345 Published In: Volume 9 Issue 4, April-2024 DOI (Digital Object Identifier): Page No: 210 - 222 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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