Impact of E-banking System on Customer Satisfaction from Customer Perspective in Banking Sector in Azerbaijan

Abstract

The research ascertains the relationship between E-banking system and customer satisfaction in the banking sector in Azerbaijan. Thus, the principal aim of research is to reveal how E-banking system influences the extent of customer satisfaction in the Azerbaijani banking sector. In this study, the E-banking system is defined as a special form of financial services offered to the customers via means of financial technologies, like ATMs, POS terminals, mobile applications and others. Besides, the customer satisfaction is defined as the state of balance between actual and expected performance of E-banking system from the perspective of customers. The research analyzed the relationship between the aforementioned two concepts via primary data. Hence, the questionnaire technique of survey is used for developing primary data in the study. The sample size of research includes 169 customers who are residing in Azerbaijan, possessing active bank account and using E-banking system. The variables of study include different indicators of both of the key concepts in the study. The independent variables of research are six performance indicators of E-banking system, like its reliability, accessibility, ease of use, responsiveness, safety and perceived quality and the dependent variables of study are five indicators of satisfied customers, such as contentment, willingness to reuse, willingness to recommend and perceive quality. In the study, four data analysis approaches were used: frequency distribution, reliability test, multiple regression analysis, and independent T-test. The chosen software program for realizing the data analysis process is SPSS. In this study, the research findings demonstrate that the performance indicators of E-banking system have empirically significant impact on each indicator of customer satisfaction. Accordingly, the study concludes that the E-banking system improves the customer satisfaction in the banking sector in Azerbaijan.