E-BANKING PRACTICES AND CUSTOMER SATISFACTION AMONG COMMERCIAL BANKS IN RWANDA. CASE STUDY: BANK OF KIGALI PLC, MAIN BRANCH (2020-2023)

Abstract

The purpose of the study was to assess contribution of electronic banking on customer satisfaction among commercial banks in Rwanda. The specific objectives were to analyze the effectiveness of electronic banking services in Bank of Kigali Plc and to determine the contribution of electronic banking services on customer satisfaction in Bank of Kigali Plc. After observing all findings what researcher can note here is that electronic banking applied by Bank of Kigali Plc is effective since the majority with 27.9% of the total respondents confirmed that they can easily transact, pay bills and access my account. It was also observed that 34.8% of the total respondents confirmed that they can bank anytime anywhere, check their balance and access statements. Regarding to affordability of electronic banking fees in Bank of Kigali Plc, results shows that 20.9% of the total respondents confirmed that they could efficiently and effectively run their bank account using electronic channels without incurring unnecessary costs. Also 25.2% of the total respondents said that they do not need to visit branch to operate their account which in turn saves their time and transport incurred to visit branch. Therefore, it is from the above results researchers assessed and confirmed the first hypothesis stipulating that “electronic banking services in Bank of Kigali Plc are effective”. On the issues of the contribution of electronic banking services on customer satisfaction results shows that 77.4% the customers were satisfied with the speed of electronic banking at large extent and 19% were satisfied with the speed of transaction at moderate extent. Also regarding to customer loyalty as result of electronic banking services 33.3% of the total respondents are committed to always use Bank of Kigali PLC in every their activities/transaction. And in further discussion with some respondents, researcher realized that effective customer care service is the main factor that motivate this commitment, because one of them said that there is no needs to go anywhere else since he received whatever he need and he more said that this bank serve him well so that he can even advise his friends and relatives to join this bank. In addition, correlations analysis shows that that independent variable has positive high correlation to dependent variable equal to .894** and the p-value is .000 which is less than 0.01. When p-value is less than significant level therefore this allow research to confirm that electronic banking contributes a lot to the customer satisfaction in Bank of Kigali Plc.