Effect of E-Banking Service Quality on Customer Satisfaction: The Case of Commercial Bank of Ethiopia Wolaita Sodo Town Branches

This study examines the effects of e-banking service quality on customer satisfaction in the Commercial Bank of Ethiopia (CBE) branches in Wolaita Sodo town. Using a causal research design, the study explored the cause-and-effect relationship between service quality dimensions and customer satisfaction. A sample of 385 customers was selected using convenience sampling, with 365 questionnaires returned. Data were collected through questionnaires and analyzed using SPSS V.21. The Cronbach’s alpha value of 0.72 from a pilot study confirmed reliability. Descriptive and inferential statistics, including multiple linear regression and one-way ANOVA, were employed. Results revealed that three service quality dimensions—responsiveness, reliability, and assurance—were statistically significant and positively influenced customer satisfaction, while two dimensions showed negative associations. The regression model’s coefficient of determination (R²) was 0.621, indicating a moderate explanatory power. Findings suggest that CBE managers and stakeholders should prioritize improving responsiveness, reliability, and assurance by providing prompt, dependable, and trustworthy services. Due to limitations in time and resources, this study was confined to CBE branches in Wolaita Sodo town; future research could expand to a national level or other service sectors.