Assessment of the effects of website quality on customer satisfaction in Tanzania: a Case of Ecobank Tanzania

Abstract

This study was designed to assess the effect of website quality on customer satisfaction in Tanzania. Specific objectives of the study were to assess the effect of richness of website content on customer satisfaction, to evaluate the effect of website designs on customer satisfaction, to determine the website usability among Ecobank customers and to assess the perception of website usefulness as a communication tool. The study employed quantitative approach, where 100 customers of Ecobanks participated in the study willingly. Data were analyzed through SPSS using descriptive statistics where frequency tables and chi square tests were performed to determine relationship among variables. The findings revealed that website content, website design, website usability and website usefulness have an effect on customer satisfaction by making customer access updated information of the company’s products and services easily and the required time and speed. In addition, the chi square and Somers’d test confirmed presence of positive relationship between website content, website design, website usability and website usefulness against customer satisfaction. The study recommends that managers and policy maker should make sure that quality of websites is given much attention so that website content and website design are considered effectively so as to make websites attractive and user friendly so that customers are satisfied through getting accurate, update, reliable and right information.