Abstract:
The study aimed to assess the effect of ICT services on customer satisfaction in financial
institutions: a case study of the NMB bank's Lushoto branch. The study examined the level of
awareness of ICT services on customer satisfaction by financial institutions, established the
extent of use of ICT services in financial institutions, and investigated how the use of ICT
services influences customer satisfaction in financial institutions. The technology acceptance
model, the DeLone and McLean model of information systems success, and the theory of
competitive strategy were employed in this study. This study was undertaken using a
descriptive study design and employed both qualitative and quantitative research strategies.
Under this research, the target population was 204 customers and officials of NMB's Lushoto
Branch. The simple random method was used to select citizens of Lushoto District. Primary
data was collected through questionnaires and interviews, while document reviews were used
to gather secondary data. In this study, qualitative data was analyzed using thematic analysis.
Quantitative data was analyzed using descriptive and inferential statistics with the aid of SPSS
version 26. Findings revealed that the level of awareness of the impact of ICT services on
customer satisfaction at NMB Bank is moderate. Also, findings revealed that, to a large extent,
customers of NMB Bank in Lushoto utilize ICT services. The study found that to a large extent,
the use of ICT services influences customer satisfaction at NMB Bank. The study concludes
that a high level of awareness of ICT services positively increases customer satisfaction. The
study also concludes that the extent of use of ICT services increases customer satisfaction.
Correspondingly, the study concludes that there is a positive relationship between the use of
ICT services and customer satisfaction. The researcher recommends further studies on the
customers' perceptions and attitudes toward banking ICT services.
