The Influence of Electronic Banking on Customer Satisfaction in the Tanzanian Banking Industry: A Case of NMB Bank Branches in Morogoro Region, Tanzania

Abstract

The increasing number of digital platforms has allowed financial institutions to gain a competitive advantage and increase their market share. This has also led to developing new banking methods that can improve customer satisfaction. The study aimed to analyze the effect of electronic banking on NMB Bank customers' satisfaction. The study was conducted on a target population of more than 50,000 NMB Bank customers in the Morogoro Region. From there, a total of 200 individuals participated in the research. Data collection was carried out through primary methods, and a questionnaire was used to gather information about the participants. Descriptive statistics were utilized to summarize the data to determine the effects of electronic banking on customer satisfaction. At the same time, multiple regression analyses were also carried out to test the relationship between the outcome variables and predictors. The study revealed that only ATM and mobile banking had a positive, strong, and statistically significant influence on customer satisfaction, denoting that customers experience satisfaction through security, costs and ease of use when using ATM and mobile banking. In contrast, internet banking had a negative and statistically significant influence on customer satisfaction, meaning that customers were not satisfied with online banking due to costs, security and ease of use. The study concluded that ATMs and mobile phones positively influenced customer satisfaction, while Internet banking negatively influenced customer satisfaction. Furthermore, all sectors, including government, private, and individual entities, must recognize the significance of electronic banking for improving living standards and economic development. The findings of this study indicate that banks still need to improve their network troubleshooting procedures to facilitate quick services.