EFFECT OF DIGITAL BANKING ON CUSTOMER SATISFACTION: THE CASE OFAWASH BANK IN BUTAJIRA TOWN

ABSTRACT This study was conducted to examine the effect of digital banking on customer satisfaction: the case of Awash bank in Butajira town. To address the objectives of the study, the study was utilized explanatory research design. The target population of this study is customers of Awash bank who used digital banking services in Butajira Town. To achieve the goal of the study, both primary and secondary data were used. Both descriptive statistics and inferential statistics were employed for this study. Descriptive statistics such as frequency distribution is used to assess the demographic profile of the respondents to make the analysis more meaningful, clear and easily interpretable. Inferential statistics such as, correlation analysis and regressions was applied. Correlation analysis revealed that a significant positive and strong connection is observed between independent variables such as privacy, speed, ubiquity, system availability and control with customer satisfaction. Moreover, in order to assess the relationship between dependent variable and independent variable the study was also employed multiple linear regression models. Multiple linear regression result showed that, all independent variables such as privacy, speed, ubiquity, system availability and control are significantly affecting customer satisfaction; hence their pvalue is less than 0.05.in order to increase customer satisfaction, awash bank work in the areas of data confidentiality, control and monitoring, system assurance, and security guarantees.