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.

摘要

本研究的目的是检验电子银行服务质量 (SQ) 对客户满意度 (CS) 和客户忠诚度 (CL) 的影响。它还试图比较在加纳大阿克拉地区运营的国内外银行的 SQ 交付之间的差异。采用结构方程模型（SEM）来研究电子银行SQ、CS和CL维度之间的关系。此外，还进行了 Wilcoxon-Mann-Whitney 检验，以确定本地银行和外国银行在电子银行 SQ 上的差异。结果表明，SQ 的所有四个维度，即便利性、易用性、可访问性和可负担性都被发现是 CS 的重要积极驱动因素。研究还发现，CS 完全中介了所有四个电子银行 SQ 维度与 CL 之间的关系。此外，该研究报告称，平均而言，外国银行向其客户提供的电子银行服务质量优于国内银行。国内银行应加大对改善电子银行业务素质的投资，以推动 CS、CL 和最终的稳健表现。本研究的结果强化了关于 SQ 对 CS 和 CL 的积极影响的文献。