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Digital banking and customer satisfaction: the Nigerian perspective
Jones, Mordi Oriade, Ade Wang, Yong Atiase, Victor
Jones, Mordi
Oriade, Ade
Wang, Yong
Atiase, Victor
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2020-10-30
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Abstract
The emergence of Internet-Based Technology (I-BT) into the Nigerian banking industry over the past decade has diversified and revolutionised the sector by offering consumers various choices of accessing banking services. Drawing on three main theories namely the Expectancy Disconfirmation (ED), the Affect and Kahn’s Engagement Theory, we examine the impact of I-BT on customer satisfaction (CS) in the Nigerian Banking Sector. Employing a quantitative research methodology, data for our empirical inquiry come from a survey of 426 bank customers in Edo State, Nigeria. Following both bank users and banks in search of effective ways to maximising customer satisfaction, we show in this study why I-BT is likely to have a positive impact on bank customer service delivery in Nigeria. First, our data evidence suggests that all the latent variables of customer-focused engagement behaviour (CFEBEH), positive and consistently helpful behaviour (PCHB), attachment to the task itself (ATI) and working smart (WS) correlate positively with CS and explain 39% of the variance in I-BT. Second, CFEBEH has a direct effect on CS at a 40% level. Finally, concerning the mediating role of I-BT resources in the bank, the results indicate that there is an indirect and positive effect on CFEBEH and CS at a 6.7% mediation level. Nevertheless, Nigerian banks are beset with various infrastructural difficulties in implementing full digital banking services. We conclude by delineating some relevant implications of our study to the theory and practice of CS and the engagement of I-BT in banking operations.
Citation
Mordi, O.J., Oriade, A., Wang, Y. and Atiase, V. (2020) Digital banking and customer satisfaction: the Nigerian perspective, in Thaichon, P. and Ratten, V. (eds.) Transforming Relationship Marketing: Strategies and Business Models in the Digital Age. London: Routledge.
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en
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This is an accepted manuscript of a chapter published by Routledge in Transforming Relationship Marketing: Strategies and Business Models in the Digital Age on 30/10/2020, available online: https://doi.org/10.4324/9781003090717
The accepted version of the publication may differ from the final published version.
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9781003090717