Online Banking Services and Customer Satisfaction in Rwanda: A Case Study of the Bank of Kigali
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The rapid digitalization of banking services, fuelled by advancements in information and communication technologies, signifies a shift from paper-based transactions to online platforms. Although Rwanda's financial sector is expanding, e-banking is still in its early stages, with limited information available. This study aims to evaluate the relationship between the online banking services of the Bank of Kigali and customer satisfaction. The study targeted 388 individuals, including Bank of Kigali customers using online banking and bank staff. A sample of 201 respondents was selected using random and purposive sampling techniques. Data were collected through questionnaires, structured interviews, and document reviews. Quantitative data were analysed using SPSS, while qualitative data were examined through content analysis. Results indicated that 72.6% of respondents strongly agreed that ATMs impact user satisfaction, and 66.7% acknowledged mobile banking as a key factor in customer satisfaction. Meanwhile, 7.0% strongly disagreed that debit and credit transactions affect satisfaction. The main challenges identified were technical issues, trust, user knowledge, accessibility, and connectivity. Adjusted R Square results showed that online banking services and mitigation strategies contribute 69.1% to customer satisfaction. The study concluded that effective online banking and targeted solutions to user challenges significantly enhance customer satisfaction, while unresolved issues contribute to dissatisfaction. It recommends that digital banking providers address technical issues, improve system reliability and user experience, and collaborate with organizations to enhance digital literacy.
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