Assessment of the effects of ict services on customer Satisfaction in Financial Institutions:

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.