Customer satisfaction with internet banking service quality in the banking industry in Tanzania: a case of NMB plc internet banking

The aim of this study was to evaluate customer satisfaction with Internet banking service quality in the Tanzanian commercial banking sector, the case being NMB Bank Plc. The study was conducted at Dar es Salaam NMB Branches. The sample size of the study was 74 Internet Banking subscribers. The specific objectives of this study were to evaluate the extent at which level of customer service relates to customer satisfaction, to evaluate the extent to which web design relates to customer satisfaction, to evaluate the extent to which service assurance relates to customer satisfaction and to evaluate the extent to which information provision relates to customer satisfaction. In this study, both primary and secondary data were collected and analysed using the Statistical Package for Social Sciences. Four service quality dimensions were selected to be tested on the Internet banking sector in order to explore the relationship between internet banking service quality and customer satisfaction. A quantitative research approach was used to get a better understanding of this issue. However, a small qualitative survey was also conducted to support the findings obtained from the quantitative study. Data presentation and analysis were done in accordance with the research questions and the frame of reference. The data demonstrated that customer service quality has direct and significant effect to internet banking quality in the banking sector and customer service quality is positively related to Internet banking customer satisfaction. The quality performance of all the four dimensions was shown to have a strong impact on customer satisfaction. The study revealed that good website designs, service assurance by the portal, information provision by the web portal and general service provision by the bank portal are key factors to affect customer satisfaction in the Internet banking service. The study recommends that internet banking service providers have to define customer needs and preference and their related quality dimensions. Further, there is a need to improve the web design so as to maintain the privacy of information of the customer, use of multiple languages as well as paying more attention to customer calls, emails and personal contacts. As privacy emerged as of great concern in this study, the policy makers should continuously be cautious to safeguard the Internet Banking users.