IMPLICATION OF ELECTRONIC BANKING AND CUSTOMERS’ SATISFACTION IN NIG…
1.1 BACKGROUND OF THE STUDY
Timothy (2012) posits that three or four decades ago, banking was a simple business; consumers saved their money with and received their financial services from banks. When customers open savings account, they received passbook from the bank with which the account would be operated; and when it is a current accounts, they received cheque books for the same purpose.
Akingbola, (2006) Today, the banking industry has moved into an era of menu-driven ultra-robustspecialized software programs called banking applications. These applications can carry out virtually all banking functions relying heavily on information collection, storage, transfer and processing. The application of electronic banking products/services to banking operations has become a subject of fundamental importance and concerns to all banks operating within Nigeria and indeed a condition for local and global competiveness (Ikechukwu, 2000). The recent consolidation exercise in Nigerian banking sector has drawn the attention of many banks to application of various technological devices in promoting/achieving better customer service delivery that guarantees customer satisfaction that translates into increase profitability and higher return on investment.
Timothy (2012) said that, ‘‘customer’s satisfaction holds the potential for increasing an organization’s customer base, increasing the use of more volatile customer mix and increasing the firm’s reputation’’. Consequently, obtaining competitive advantage is secured through intelligent identification and satisfaction of customer’s needs better and sooner than competitors and sustenance of customer’s satisfaction through better products/services.Technology is then essential in providing faster and more efficient services to customers.
Technology acquisition must be based on actual needs and the proven ability to deliver customer – friendly solutions. But with globalization, Nigerian banks have no choice but to adopt electronic banking services to enhance effective service delivery that transcends to customer satisfaction, if they really want to stay in the business race, let alone be profitable (Madueme, 2009). But it should be realized that electronic banking services is a brain child of Information and Communication Technology (ICT) that made it possible for service providers and their customers in developing economies to enjoy a good semblance of the services enjoyed in the developed societies. Electronic banking services have afforded banks the opportunities to impress customers which encourage them to keep coming back. Today, it would be difficult to see any bank in the country that does not render one form of electronic banking service or the other, even banks in the most remote parts of the world.
According to Edet (2008) in international Journal of investment and finance, electronic banking is defined as a system by which transactions are settled electronically with the use of electronic gadgets such as ATMs, POS terminals, GSM phones, and V-cards e.t.c. handled by the holders, bank customers, and stake holders.
1.2 STATEMENT OF THE PROBLEM
E -banking was adopted by banks so as to improve their service delivery, decongest queues in the banking hall, enable customers withdraw cash 24/7, aid international payment and remittance, track personal banking transaction, request for online statement, or even transfer deposit to a third party account. Despite the effort of banks to ensure that customers reap the benefits of e-banking, the bank is met with complaints from customers as regards, malfunctioning Automated Teller Machines (ATMs), network downtime, online theft and fraud, non-availability of financial service, payment of hidden cost of electronic banking like Short Message Services (SMS), for sending alert, mandatory acquisition of ATM cards, non-acceptability of Nigerian cards for international transaction amongst others (Madueme, 2010).
This study looks at the problems of e-banking on customer service delivery, its impact on the customer and possible solutions to problems encountered based on the outcome of the study.
1.3 OBJECTIVES OF THE STUDY
The study aims at investigating the impact of e-banking on customers’ satisfaction. The specific objective of this study is to:
1. Identify the various types of electronic banking.
2. Access its impact on customer service delivery and the customer.
3. Find out the reason for persistent complaints from customers as regards e-banking in Nigeria;
4. Identify the challenges facing effective implementation of electronic banking system in Nigeria; and
5. Proffer solutions to the identified challenges of electronic banking in Nigeria.
1.4 RELEVANT RESEARCH QUESTIONS
In attempting to establish a relationship between electronic system and banking, the following research questions are imperative:
1. What are the types of electronic banking services?
2. What are the challenges facing effective implementation of electronic banking system in Nigeria?
3. What is the impact of electronic banking on customers’ service delivery?
4. What are the possible solutions to e-banking challenges in Nigeria?
5. Given the usage of electronic banking services, how satisfied are the
customers’ of the bank?
1.5 STATEMENT OF HYPOTHESIS
HO: There is no significant relationship between electronic banking and customers’ satisfaction.
HI: There is a significant relationship between electronic banking and customers’ satisfaction.
HO: Electronic banking does not increase the efficiency of banks in Nigeria.
HI: Electronic banking does increase the efficiency of banks in Nigeria.
The research will therefore be beamed on the banking sector to help us to illuminate challenges faced by the banking industry with regards to rendering e-banking services to their respective customers.
1.6 SCOPE OF THE STUDY
This research is on implication of electronic banking and customer satisfaction in Nigeria and also the various forms of electronic systems used by banks. The researcher will base this work on Diamond Bank Plc, Jos, Plateau State which is a major leading commercial bank in Nigeria amongst others that offers a wide range of electronic services rendered by other commercial banks as a case study.
We shall have samples from customerswho operate accounts with Diamond Bank Plc. The simple random sampling system will be used to evaluate the samples. Methods of data collection shall include interviews, questionnaire administration, and the direct observation of e-banking service to customer service delivery.
1.7 LIMITATION OF THE RESEARCH
One of the limitations of this study relates to homogeneity of the sample subjects. For example, the sample subjects in this study (customers of Diamond Bank Plc), exhibit commonality of traits which may induce systematic biases in their perceptions on electronic banking. Second and related, any random sampling of respondents from a homogenous population is bound to induce bias in sampling procedures which may introduce response biases. Third, questionnaire surveys are almost always faced with the possibility of a non-response bias as a consequence of (a) non-return of some questionnaires, (b) incomplete return or non-usable responses, and (c) late respondents (Herbert and Wallace, 1996). Fifth, the contextual limitation of this study to a relatively homogenous cultural setting – Diamond Bank Plc, Jos – may pose generalization problem. Also, future research may be warranted even within other geographic contexts to validate or refute the findings of this study. This notwithstanding, this study provides a useful incipient comparative analysis of the views of academics on Implication of Electronic Banking and customers satisfaction in Nigeria. The time and cost of conducting research work as well as constrains involved in the administration of the questionnaires were also limiting factors.
1.8 SIGNIFICANCE OF THE STUDY
The outcome of this study will be of immense benefit to:
1. The management of Diamond Bank Plc, since it will help identify most of the challenges faced by the bank as well as the complaints tabled by the customers.Solutions will then be proffered on theses identified challenges. This will go a long way to help the bank achieve its stated objectives of ‘‘unequaled customer experience’’, and in the long run increase shareholder’s wealth.
2. The bank executives and indeed the policy makers of the bank and other financial institutions to be aware of electronic banking system as a product of electronic commerce with a view to making strategic decisions.
3. This study will also be of benefits to the community and the society by creating awareness on the difference e-banking channels used by the banks and how they work.
4. The Federal Government of Nigeria on the need to provide basic infrastructures that will help develop, increase the growth and use of e-banking in Nigeria.