Customer satisfaction with electronic banking services at Al Wahda Bank in Benghazi

"A field study on Al Wahda Bank branches in Benghazi"

Abstract

The study aimed to identify the relationship between customer satisfaction with its dimensions (customer effort points, product/service quality, perceived value, customer experience) regarding electronic banking services in the branches of Al Wahda Bank in Benghazi. To achieve the study’s objective, the researcher followed the descriptive analytical approach. The study population consisted of customers who actually dealt with electronic banking services at the branches of Al Wahda Bank in the city of Benghazi, totaling (270) customers. A stratified random sample of (159) customers was taken using the (Krejcie R & Morgan 1970) table. The questionnaire form was also used as a primary tool in collecting field data, and the number of forms collected and valid for statistical analysis amounted to (149) forms, which is (94%) of the total forms distributed. Some descriptive and inferential statistical methods included in the Statistical Package for the Social Sciences (SPSS) were also used in analyzing the field study data. The study reached several conclusions, the most important of which are: that the level of customer satisfaction, with all its dimensions combined (customer effort points, product/service quality, perceived value, customer experience), in the branches of Al Wahda Bank in the city of Benghazi, was low, and that the level of electronic banking services was low. The study showed a statistically significant positive correlation between customer satisfaction in all its dimensions (customer effort points, product/service quality, perceived value, customer experience) and electronic banking services, as well as a statistically significant positive correlation between the following two dimensions: (customer effort points, perceived value). Electronic banking services at Al Wahda Bank branches in Benghazi, and the lack of a statistically significant relationship between the two dimensions of (product/service quality, customer experience) at Al Wahda Bank branches in Benghazi.