Factors Affecting the Adoption of E-Banking on Customer Satisfaction in Developing Countries Based on the E-S-QUAL Model: A Case of Investrust Bank

Abstract

This study investigates the transformative impact of Information and Communication Technology (ICT) on the banking industry, with a primary focus on enhancing customer satisfaction through the adoption of e-banking services. It employs a modified E-Se-Qual framework model, assessing the influence of five key variables: efficiency, user interface, responsiveness, reliability, and ease of use. The research was conducted through a quantitative approach, utilizing closed-ended questionnaires administered face-to-face to 120 retail customers out of the 164 sample size, at Investrust Lusaka main Branch. The findings highlight that mobile banking is the most widely utilized e-banking platform, followed by ATMs, with agency banking being the least used. Furthermore, the study reveals a significant positive correlation between dependent variables; user interface, responsiveness, ease of use, efficiency, reliability, and independent variable; customer satisfaction. To maintain competitiveness and relevance, the study recommends the provision of informative resources to motivate e-banking adoption, increased customer awareness of electronic banking services, and extended access to cost-effective financial services for Investrust customers. These findings hold significance for banks seeking to thrive in the evolving landscape of e-banking services.

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