THESIS ASUBMITTED TO THE SCHOOL OF GRADUATE STUDIES IN PARTIAL FULFILMENT FOR THE AWARD OF DEGREE IN MASTER OF MARKETING MANAGEMENT

Abstract

This study aims to investigate the effect of digital banking service quality on customer satisfaction, with a specific focus on the Commercial Bank of Ethiopia in Hawassa City. Employing a descriptive and explanatory research design, the research follows both qualitative and quantitative research approaches. Multi-stage sampling techniques were employed to select the study area keeping in different steps to reach out 369 respondents which were determined by suing sample size determination formula. Both secondary and primary data sources were collected through content analysis, taking short notes, interviews, questionnaires and visual aids. The analysis involves the use of various statistical measures, including frequency, percentage, mean, standard deviation, correlation, and multiple linear regression. The findings reveal that customer satisfaction is influenced by key factors such as easiness, convenience, security, customization, assurance, and comprehensiveness, with easiness emerging as the primary driver in digital banking. The study emphasizes the crucial role of digital banking products, highlighting their clear instructions, user-friendly transactions, and simple language. Convenience, facilitated by 24/7 availability, enables flexible financial management for customers. Security, rooted in the confidentiality of PIN codes, fosters trust in the bank. Additionally, the study suggests that the bank should align with digital banking functionalities, prioritize convenience, enhance security, and focus on timely customization to instill confidence in customers. Employee involvement is encouraged tAhrough the provision of positive declarations, contributing to the overall objective of delivering comprehensive services that effectively meet diverse customer needs