Service superiority and customer satisfaction are essential to achieving the firm's existence. As to those detailed purposes, quality service delivery is of primary importance to fulfilling customers. This study investigates the influence of mobile banking service quality on customer satisfaction at the Abyssinia Bank branch in Addis Ababa. As mobile banking becomes increasingly integrated into the banking experience, financial institutions must understand how service quality affects customer perceptions. This study uses a quantitative research design to collect data from a cross-sectional survey distributed to a representative sample of mobile banking users at the branch. The analysis focuses on key dimensions of service quality, including reliability, responsiveness, ease of use, security, and personalization. The results show a strong optimistic association between high service quality and customer satisfaction among Abyssinia Bank's mobile banking users. In particular, factors such as system trustworthiness and user-friendly interfaces were found to significantly increase customer satisfaction. The outcomes deliver respected intuitions for Abyssinia Bank to perfect its mobile banking contributions and progress customer practice. This research contributes to the broader understanding of mobile banking dynamics in Ethiopia, offering practical recommendations for banks seeking to enhance service delivery and foster customer loyalty in an increasingly competitive market.
| Published in | International Journal of Economic Behavior and Organization (Volume 13, Issue 4) |
| DOI | 10.11648/j.ijebo.20251304.11 |
| Page(s) | 129-137 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2025. Published by Science Publishing Group |
Mobile Banking, Service Quality, Customer Satisfaction, Customer Loyalty, Banking Technology
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| [3] | (Donabedian 1980; Stewart and Walsh 1989; Walsh 1991 cited in Gaster, 1995, p. 34) 1995), in her book "Quality in Public Services: Manager`s Choice", discusses the various definitions and outlines "three fundamental sorts of definitions:" |
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| [6] | Gupta & Arora (2021) Customer Satisfaction in Mobile Banking: Evidence from India"Vikas Sharma, Munish Gupta, Nilesh Arora, Alvaro Rocha. 12. Akanfe, O., Valecha, R., Rao, H. R.: Assessing country... (2021) 14. Singh, M.: Digital payment systems in India: trend and structural changes after demonetisation. Finance. |
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| [8] | In Ethiopia. The Bank of Abyssinia, a privately - owned bank, started operation in 1996. Bank of Abyssinia is a very competitive bank, whch is capable of providing high quality service to the public. |
| [9] | (Kothari, 2004) defines research design as the conceptual structure within which research is conducted; Found inside - Page 476. Defined as a plan of how a researcher will go about... (Kothari, 2004, p. 31). This explanation is confirmed by Pandey and Pandey (2015), who argue that a research design is a conceptual structure within which research is conducted. |
| [10] | Narteh (2018) examined the relationship between user experience and customer satisfaction in mobile banking. Found inside - Page 100. Satisfaction. Journal of Travel Research, 58, 253-265. Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning, 36, 381-395. Nedelkoska, L., O'brien, T. |
| [11] | (Parasuraman, Zeithaml, et al., 1986). ound inside - Page 104 Parasuraman/Zeithaml/Berry The GAP model is to be understood as an sector-independent model of service qual- ity (Parasuraman et al., 1986, 131 pp.). In the mid-1980s, Parasuraman et al. character- ized the status quo in three points. |
| [12] | (Pilot, 2001) defines a sample as ″a proportion of a population. Found inside - Page 826... 2001 Jul- Aug; 10(6): 533-9. (2 ref.) Rationing versus rationality: observations from outside the United... Polit Policy Law. 2001 Aug; 26(4): 709-26. Comment in: J Health Polit Policy Law. 2001 Aug; 26(4). |
| [13] | (Rajesh K. and Nishant, 2013) Found inside - Page 187. Rajesh, K. Y., and D. Nishant (2013), “Work Life Balance amongst the Working Women in Public Sector Banks A... K. and R. Anjali (2014),” Adaptive and Maladaptive Perfectionists: Do they Really Differ on Hardiness. |
| [14] | Rahman et al. (2020) Determinants of Customer Satisfaction in Mobile Banking: ound inside - Page 172. Customer satisfaction (Appel et al. 2020; Chatterjee and Kar 2020; Jaeger and Höhler 2021; Kietzmann et al. 2012; Ur Rahman et al. 2020). Currently, social media plays a massive role in SMEs, especially in supporting the marketing. |
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Sekaran (2009: 16), population is the universe of units from which the sample Found inside - Page patterns through conversation, observations, Deep Science Publishing, 2025
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APA Style
Demeke, T. T. (2025). The Effect of Mobile Banking Service Quality on Customer Satisfaction (In Case of Abyssinia Bank Addis Ababa Branch). International Journal of Economic Behavior and Organization, 13(4), 129-137. https://doi.org/10.11648/j.ijebo.20251304.11
ACS Style
Demeke, T. T. The Effect of Mobile Banking Service Quality on Customer Satisfaction (In Case of Abyssinia Bank Addis Ababa Branch). Int. J. Econ. Behav. Organ. 2025, 13(4), 129-137. doi: 10.11648/j.ijebo.20251304.11
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Download@article{10.11648/j.ijebo.20251304.11,
author = {Tesega Tadesse Demeke},
title = {The Effect of Mobile Banking Service Quality on Customer Satisfaction (In Case of Abyssinia Bank Addis Ababa Branch)
},
journal = {International Journal of Economic Behavior and Organization},
volume = {13},
number = {4},
pages = {129-137},
doi = {10.11648/j.ijebo.20251304.11},
url = {https://doi.org/10.11648/j.ijebo.20251304.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20251304.11},
abstract = {Service superiority and customer satisfaction are essential to achieving the firm's existence. As to those detailed purposes, quality service delivery is of primary importance to fulfilling customers. This study investigates the influence of mobile banking service quality on customer satisfaction at the Abyssinia Bank branch in Addis Ababa. As mobile banking becomes increasingly integrated into the banking experience, financial institutions must understand how service quality affects customer perceptions. This study uses a quantitative research design to collect data from a cross-sectional survey distributed to a representative sample of mobile banking users at the branch. The analysis focuses on key dimensions of service quality, including reliability, responsiveness, ease of use, security, and personalization. The results show a strong optimistic association between high service quality and customer satisfaction among Abyssinia Bank's mobile banking users. In particular, factors such as system trustworthiness and user-friendly interfaces were found to significantly increase customer satisfaction. The outcomes deliver respected intuitions for Abyssinia Bank to perfect its mobile banking contributions and progress customer practice. This research contributes to the broader understanding of mobile banking dynamics in Ethiopia, offering practical recommendations for banks seeking to enhance service delivery and foster customer loyalty in an increasingly competitive market.
},
year = {2025}
}
TY - JOUR T1 - The Effect of Mobile Banking Service Quality on Customer Satisfaction (In Case of Abyssinia Bank Addis Ababa Branch) AU - Tesega Tadesse Demeke Y1 - 2025/11/07 PY - 2025 N1 - https://doi.org/10.11648/j.ijebo.20251304.11 DO - 10.11648/j.ijebo.20251304.11 T2 - International Journal of Economic Behavior and Organization JF - International Journal of Economic Behavior and Organization JO - International Journal of Economic Behavior and Organization SP - 129 EP - 137 PB - Science Publishing Group SN - 2328-7616 UR - https://doi.org/10.11648/j.ijebo.20251304.11 AB - Service superiority and customer satisfaction are essential to achieving the firm's existence. As to those detailed purposes, quality service delivery is of primary importance to fulfilling customers. This study investigates the influence of mobile banking service quality on customer satisfaction at the Abyssinia Bank branch in Addis Ababa. As mobile banking becomes increasingly integrated into the banking experience, financial institutions must understand how service quality affects customer perceptions. This study uses a quantitative research design to collect data from a cross-sectional survey distributed to a representative sample of mobile banking users at the branch. The analysis focuses on key dimensions of service quality, including reliability, responsiveness, ease of use, security, and personalization. The results show a strong optimistic association between high service quality and customer satisfaction among Abyssinia Bank's mobile banking users. In particular, factors such as system trustworthiness and user-friendly interfaces were found to significantly increase customer satisfaction. The outcomes deliver respected intuitions for Abyssinia Bank to perfect its mobile banking contributions and progress customer practice. This research contributes to the broader understanding of mobile banking dynamics in Ethiopia, offering practical recommendations for banks seeking to enhance service delivery and foster customer loyalty in an increasingly competitive market. VL - 13 IS - 4 ER -
Support and Subsidy Audit Directorate, Office of Federal Auditor General, Bahir Dar, Ethiopia
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