Customer satisfaction with digital banking channels in times of uncertainty
-
DOIhttp://dx.doi.org/10.21511/bbs.17(3).2022.03
-
Article InfoVolume 17 2022, Issue #3, pp. 27-37
- Cited by
- 1167 Views
-
1159 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The unprecedented Lebanese economic crisis and the global COVID-19 pandemic have taken their toll on the Lebanese banking sector. This led to the need to investigate this sector in times of dire uncertainty by highlighting six digital banking channels offered by Lebanese banks. This study reveals how the banking industry has adapted to this novel situation by embracing dynamic technological changes to attain higher levels of customer satisfaction with digital banking channels (DBCs). Consequently, the study investigates the extent of DBC adoption, their usage benefits, the resulting service quality, and their aggregate impact on overall customer satisfaction with DBCs. The study measures customer satisfaction with digital technologies implemented in Lebanese banks during the most unstable period of Lebanese history. This study supported the deductive approach generating significantly interesting results by analyzing Spearman’s correlations regarding DBC adoption and investigating customer satisfaction levels with DBCs showing satisfactory results such as high correlation for mobile banking adoption (0.544), internet banking (0.533), transactional call center (0.528) followed by ATM (0.455). A multiple linear regression study found a positive relationship between DBC adoption in Lebanese banks and overall customer satisfaction with DBCs with an adjusted R-squared value of 0.454 for DBC benefits and an adjusted R-squared value of 0.802 for DBC service quality in Lebanese banks on their customer satisfaction.
The final conclusion is that banks should invest in DBCs and develop them as they are the major determinants leading to improved customer satisfaction through higher adoption/diversification rates, improved service quality levels and greater benefits.
- Keywords
-
JEL Classification (Paper profile tab)G21, O33
-
References40
-
Tables0
-
Figures2
-
- Figure 1. Impact of SERQUAL and benefits on satisfaction with DBCs
- Figure 2. Regression SERQUAL and benefits on satisfaction with DBCs
-
- Abdulkhalek, H., & Jaber-Ismail, A. (2019). Ability of Lebanese Market to Adopt Digital Banking and Its Effects on Economy. International Journal of Research in Business, Economics and Management, 3(4).
- Accenture. (2015). Banking shaped by the customer.
- American Bankers Association. (2019). Survey: Bank Customers Preference for Digital Channels Continues to Grow.
- Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280-306.
- Arabnet. (2016). Banks in Lebanon: To digitize or die.
- Audi, M. F. (2016). Adoption of Mobile Banking Applications in Lebanon (MPRA Paper No. 107874). University Library of Munich, Germany.
- Babrovich, N. (2017). How digital and physical channels impact on customer satisfaction in retail banking. ScienceSoft.
- Baxter, M., & Rigby, D. K. (2014). Rethinking the Bank Branch in a Digital World. Harvard Business Review.
- Broeders, H., & Khanna, S. (2015). Strategic choices for banks in the digital age. McKinsey & Company.
- Brusnahan, P. (2019). Digital banking in Europe is fully embedded in consumers’ lives.
- Castle, S. (2017). Student-Centred Dimensions of Service Quality. The University of Sheffield.
- Cuesta, C., Ruesta, M., Tuesta, D., & Urbiola, P. (2015). The digital transformation of the banking industry. Digital Economy Watch.
- Deloitte. (2018). How to become a Digital Champion and why only few succeed? EMEA Digital Banking Maturity, 26.
- El-Zammar, A. (2019). Lebanese banks eye digital future. The Daily Star.
- Epstein, S. (2015). Understanding Digital Banking. Blog.
- Fintech News. (2019). Fintech News Middle East.
- Holmey, O. (2019). Banking for a modern Middle East. Euromoney.
- IDAL. (2019). Invest In Lebanon, 2019.
- Khalaf Ahmad, A. M., & Ali Al-Zu’bi, H. A. (2011). E-banking Functionality and Outcomes of Customer Satisfaction. Jordan: International Journal of Marketing Studies, 3(1), 50-65.
- Koskal, M. H. (2016). The intentions of Lebanese consumers to adopt mobile banking. The International Journal of Bank Marketing, 34(3), 327-346.
- Lewis, R. (2012). Infographic: The history of online banking.
- Lipton, A., Shrier, D., & Pentland, A. (2016). Digital Banking Manifesto: The end of banks? Connection Science & Engineering. Massachusetts Institute of Technology.
- McKay, M. (2017). Focus Technology. How to make digital deliver for banking in 2017.
- Meinert, M. C. (2017). Making Friends with Fintech. American Bankers Association. ABA Banking Journal.
- Miah, M. M. (2018). Users’ Satisfaction of Digital Banking Services in Finland (Master’s Thesis). Åbo Akademi University.
- Moşteanu, N. R., Faccia, A., Cavaliere, L. P. L. & Bhatia, S. (2020). Digital Technologies’implementation Within Financial And Banking System During Sociodistancing Restrictions. International Journal of Advanced Research in Engineering and Technology, 11(6), 307-315.
- Muluka, K. O. H. (2015). Influence of digital banking on customer satisfaction: a case of National Bank of Kenya Bungoma county. The University of Nairobi.
- Nakhoul, S. (2019). Banks are promoting digital solutions to cut costs (BusinessNews.com.lb, Ed.).
- Nam, K., Lee, Z., & Lee, B. G. (2016). How internet has reshaped the user experience of banking service? KSII Transactions on Internet and Information Systems, 10(2), 684-702.
- Noonan, L. (2017). DBS breakdown shows profit potential of banks’ digital services. The Financial Times Limited.
- Olanrewaju, T. (2014). The rise of the digital bank. McKinsey & Company.
- Rodrigo. (2017). Different Research strategies you can use in your Dissertation. The WritePass Journal.
- Rompho, N., & Unyathanakorn, K. (2014). Factors Affecting Customer Satisfaction in Online Banking Service. Journal of Marketing Development and Competitiveness, 8(2), 50-60.
- Sarji, D. M. (2017). Information Technology and its influence on the Lebanese Banking Sector. IOSR Journal of Business and Management, 19(4), 19-28.
- Shevlin, R. (2019). Americans Don’t Want A ‘Digital’ Bank.
- Singh, S. (2019). Scientific research. Mumbai: K. J. Somaiya Institute of Management Studies and Research.
- The Insight Partners. (2019). Europe Digital banking platform Market to 2027 – Regional Analysis and Forecasts by Deployment Type.
- UKEssays. (2018). Advantages and Disadvantages of the SERVQUAL Model.
- Vater, D., Engelhardt, J., Fielding, J., & Hatherall, R. (2019). As Banks Pursue Digital Transformation, Many Struggle to Profit from It. Bain & Company.
- Wadhwani, R. (2019). Customer-centricity: Key to success at bank contact centers. Deloitte.