THE EFFECT OF ELECTRONIC BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION: THE CASE OF BANK OF ABYSSINIA

Abstract Knowing how the quality of electronic banking services affects consumers' satisfaction is crucial to success in the fiercely competitive banking industry, which is only getting bigger every day. A new paradigm for gauging banking service quality has emerged in Ethiopia. Examining the impact of electronic banking service quality on customer satisfaction in the context of Abyssinia Bank's Woldia branches was the primary goal of this study. Utilizing a quantitative research methodology, the study had an explanatory research design. 384 conveniently chosen E-banking service users provided primary data using standardized questionnaires based on a 5-point Likert scale. Descriptive statistics, Pearson correlation, and multiple regression analysis were used to analyze the data. Based on the study's findings, customer satisfaction is positively and significantly impacted by each of the five service quality dimensions: efficiency, performance, security, ease of use, and reliability. Therefore, the management bodies of BOA ought to endeavor to enhance these dimensions of e-banking service quality.