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FACTORS INFLUENCING CUSTOMER SATISFACTION AND LOYALTY TO INTERNET BANKING SERVICES AMONG UNDERGRADUATES OF A NIGERIAN UNIVERSITY

Abstract

Using the E-S-Qual scale, this study investigated the influence of the dimensions - Efficiency, Available, Fulfillment, Privacy, Responsiveness and Contact on customer satisfaction and loyalty intentions among undergraduate students in a Nigerian University. Questionnaire was used to collect data from 167 undergraduate students purposively selected from different faculties in the institution. The combination of snowball and accidental sampling technique was used in reaching the respondents. Data analysis was done using descriptive statistics, Ordinal and Multiple regression analyses and Spearman rank correlation. Results showed that of the six E-S-Qual dimensions, only Efficiency and Responsiveness significantly influenced customer satisfaction, while Fulfillment was the only dimension that significantly influenced loyalty intentions. The study also observed a positive and moderately strong significant relationship between customer satisfaction and loyalty intentions (r=0.451, p<0.05). Overall, the undergraduate students were satisfied with their banks’ internet banking sites. Findings from this study would assist banks in designing internet banking sites that would meet the expectations of the youth population, especially since they constitute the highest proportion of internet users in Nigeria.

ADEKANNBI JO, AJE MO

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