Reliability and Responsiveness as Key Drivers of Customer Satisfaction with Online Banking

Purpose: Financial institutions constantly apply state-of-the-art technology to enhance customer services and facilities through efficient, fast, and reliable online banking. South African banks are known for their technological innovations to ensure safe online banking and as such retain and enlarge their online customer base. Systems’ reliability, trustworthiness and the safety of financial transactions with the necessary support are determining factors for online customer satisfaction. The aim is to investigate how reliability and responsiveness influence online banking customer satisfaction in South Africa’s Tshwane metropolitan area. Design/Methodology/Approach: Data were gathered through a survey containing self-administered questionnaires from 271 respondents. The STATA 17 software package was used for statistical demographic analysis along with Spearman Correlation Analysis and Structural Equation Modelling. Findings: The leading factor influencing customer satisfaction was reliability, followed by responsiveness. Customer satisfaction increases when reliable, error-free online banking is combined with exceptional customer support and fast turnaround times. Implications/Originality/Value: This study contributes to the South African banking literature, by emphasizing reliability and responsiveness as instrumental in creating online banking customer satisfaction in an emerging economy.