THE CONTRIBUTION OF MOBILE BANKING TOWARDS CUSTOMERS’ SATISFACTIONS IN RWANDA A CASE STUDY OF EQUITY BANK RWANDA PERIOD: 2019-2022

Abstract

focusing on Equity Bank Rwanda as a case study. The research aims to achieve two specific objectives: first, to identify the range of mobile banking services offered by Equity Bank Rwanda, and second, to analyze the impact of these services on customer satisfaction. The findings reveal that Equity Bank Rwanda provides various mobile banking services, with "Account Balance and Transaction Inquiry," "Funds Transfer," "Bill Payments," and "Account Management" emerging as the most popular among customers. These services were utilized by 100% of surveyed customers, underscoring their widespread appeal. However, the study also highlights that the adoption of "Loan Applications" and "Account Opening" through mobile banking is comparatively lower, suggesting varying levels of interest among customers. In terms of customer satisfaction, the research demonstrates overwhelmingly positive perspectives from respondents. Mobile banking services are perceived as instrumental in enhancing customer loyalty, reducing complaint retention, and elevating service tangibility and quality. Respondents also highly value the time efficiency and improved control over financial transactions offered by mobile banking. Additionally, mobile banking's accessibility outside of regular banking hours and its time-saving benefits contribute significantly to customer satisfaction. The study supports the hypothesis that mobile banking services significantly contribute to customer satisfaction in Rwanda. Mobile banking, as provided by Equity Bank Rwanda, plays a pivotal role in enhancing various aspects of customer satisfaction, including loyalty, service quality, and convenience. These findings hold implications for financial institutions seeking to enhance customer satisfaction through mobile banking services in the Rwandan market.