Gauging the Effect of Internet Banking on Consumer Satisfaction in Ghana: An Empirical Study on Internet Banking in Ghana
Keywords:
Internet Banking, SERVQUAL, Service Quality, Consumer Satisfaction..Abstract
The study examined whether or not consumers gain satisfaction from internet banking services in Ghana. It brings the perspectives of both bankers (internal consumers) and customers (external consumers) into the discussion and considers both parties as consumers. The study employed the SERVQUAL service quality dimensions and gap score methodology to evaluate consumer response on service quality and thus gauge their satisfaction levels. Findings from the study indicated that the general consensus of consumers was geared towards dissatisfaction. Consumers however were least dissatisfied with how online banking dealt with the promptness of services promised to be delivered. On the other hand, consumers were most dissatisfied with the unavailability of online customer service. One major implication of this study is that it is realistic and not unusual for consumers to express dissatisfaction. This means that better service quality is therefore indicated by less dissatisfaction.
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