Electronic Banking Service Quality: Perception of Customers in the Greater Accra Region of Ghana

Abstract

Abstract The purpose of this study is to examine the impact of electronic banking service quality (SQ) on customer satisfaction (CS) and customer loyalty (CL). It also sought to compare differences between SQ delivery of domestic and foreign origin banks operating in the Greater Accra Region of Ghana. Structural equation modeling (SEM) was employed to investigate the relationships between the dimensions of electronic banking SQ, CS and CL. In addition, the Wilcoxon-Mann-Whitney test was also conducted to establish the differences in electronic banking SQ between local banks and foreign banks. The results show that, all four dimensions of SQ, namely convenience, ease of use, accessibility, and affordability were found to be significant positive drivers of CS. The study also found that CS fully mediates the relationship between all four electronic banking SQ dimensions and CL. Additionally, the study reports that on average foreign origin banks deliver better electronic banking SQ to their customers than domestic banks. Domestic banks should invest more in improving electronic banking SQ to drive CS, CL and ultimately firm performance. The findings of this study reinforce literature on the positive influence of SQ on CS and CL.