EFFECT OF ELECTRONIC BANKING SERVICES ON CUSTOMER SATISFACTION OF SELECTED DEPOSIT MONEY BANKS: EMPIRICAL EVIDENCE FROM GUSAU METROPOLIS

Abstract: This study investigates the influence of electronic banking services on customer satisfaction in Gusau metropolis, Nigeria focusing on three core digital banking channels: mobile banking, point of sale (POS), and automated teller machine (ATM) services. Guided by a quantitative research approach, the study adopted a cross-sectional survey design. The target population comprised of customers of United Bank for Africa (UBA), Guaranty Trust Bank (GTB), and Access Bank who actively use electronic banking services. A sample size of 384 respondents was determined using the Krejcie and Morgan Sample Determinant Table and purposive sampling was also employed to select participants. Data were collected using a structured, self-administered questionnaire designed around a five-point Likert scale. Instrument validity was ensured through expert review and pilot testing, while reliability was confirmed via Cronbach’s alpha coefficients. The data collected were analysed using multiple linear regression with the help of SPSS version 27. The findings reveal that mobile banking, POS, and ATM services each have a significant positive influence on customer satisfaction, with mobile banking exerting the strongest influence. The results underscores the importance of robust, reliable, and user-friendly electronic banking infrastructure in meeting customers’ expectations and driving satisfaction. Based on these insights, the study recommends that banks should enhance mobile banking performance, improve POS network coverage and transaction stability, and ensure consistent ATM service availability and maintenance to sustain high levels of customer satisfaction.

Keywords: Electronic Banking, Customer Satisfaction, Mobile Banking, POS, ATM.

Title: EFFECT OF ELECTRONIC BANKING SERVICES ON CUSTOMER SATISFACTION OF SELECTED DEPOSIT MONEY BANKS: EMPIRICAL EVIDENCE FROM GUSAU METROPOLIS

Author: SALAWU AMINU MOHAMMED, PROF. M. S. UMAR, PROF. ABUBAKAR SABO, PROF. SANUSI AHMAD

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 2, May 2025 - August 2025

Page No: 65-77

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 29-August-2025

DOI: https://doi.org/10.5281/zenodo.16992526

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