Customer Satisfaction toward Digital Banking Services among Young Adults

Gan Kia Hui; Hani Ariesha Binti Khursani; Goh Jie Yi; Gooi Yi Heng; Ge Ru Xi; Daisy Mui Hung Kee

doi:10.32535/ijafap.v9i1.4378

Customer Satisfaction toward Digital Banking Services among Young Adults

Gan Kia Hui, Hani Ariesha Binti Khursani, Goh Jie Yi, Gooi Yi Heng, Ge Ru Xi, Daisy Mui Hung Kee

Abstract

This study aims to investigate customer satisfaction toward digital banking services among young adults. As digital banking becomes an essential part of financial activities, understanding factors that influence user satisfaction is crucial. Four dimensions of reliability, security, responsiveness, and convenience are the areas of focus of this study to understand their effects on overall satisfaction. A quantitative research design is utilized by conducting an online survey to 150 young consumers aged between 18 and 30. The postulated results indicate that security and reliability have the highest positive influence on customer satisfaction, followed by responsiveness and convenience having considerable influence. It is expected that the findings of the study will provide pragmatic suggestions to banks and fintech companies to improve service quality, customer credibility, as well as long-term relationship with young adult consumers.

Keywords

Convenience; Customer Satisfaction; Digital Banking; Reliability; Responsiveness; Security; Young Adults

Full Text:

PDF

References

Aafreen, A. (2024). Online banking service quality and its impact on customer satisfaction. Educational Administration: Theory and Practice, 30(9), 756–765. https://doi.org/10.53555/kuey.v30i9.8223

Ayinaddis, S. G., Taye, B. A., & Yirsaw, B. G. (2023). Examining the effect of electronic banking service quality on customer satisfaction and loyalty: An implication for technological innovation. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00287-y

Bankuoru Egala, S., Boateng, D., & Aboagye Mensah, S. (2021). To leave or retain? An interplay between quality digital banking services and customer satisfaction. International Journal of Bank Marketing, 39(7), 1420–1445. https://doi.org/10.1108/ijbm-02-2021-0072

Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370. https://doi.org/10.2307/3250921

Daud, M. R. I. B., Abdullah, N., & Jipiu, L. B. (2025). Determining the correlation among the users' satisfaction and familiarity with Malay entrepreneurs food delivery mobile applications in Malaysia. Annals of Data Science, 12(5), 1431-1462. https://doi.org/10.1007/s40745-024-00568-7

Devi Juwaheer, T., Pudaruth, S., & Ramdin, P. (2012). Factors influencing the adoption of internet banking: A case study of commercial banks in Mauritius. World Journal of Science, Technology and Sustainable Development, 9(3), 204–234. https://doi.org/10.1108/20425941211250552

Gazi, M. A. I., Masud, A. A., Amin, M. B., Hossain, M. A., bin S Senathirajah, A. R., & Abdullah, M. (2024). Evaluating customer satisfaction with the quality of online banking services after COVID-19: Developing country perspective. Cogent Business & Management, 11(1), 2423057. https://doi.org/10.1080/23311975.2024.2423057

Gunathilaka, P. A. H. S., & Rupasingha, R. A. H. M. (2022). Customer satisfaction on digital banking during the COVID-19 pandemic: A case study of banking customers in Sri Lanka. Sri Lankan Journal of Banking and Finance, 5(2), 35. https://doi.org/10.4038/sljbf.v5i2.30

Hammoud, J., Bizri, R. M., & El Baba, I. (2018). The impact of e-banking service quality on customer satisfaction: Evidence from the Lebanese banking sector. SAGE Open, 8(3). https://doi.org/10.1177/2158244018790633

Jahan, N., & Shahria, G. (2022). Factors effecting customer satisfaction of mobile banking in Bangladesh: a study on young users' perspective. South Asian Journal of Marketing, 3(1), 60-76. https://doi.org/10.1108/SAJM-02-2021-0018

Kassim, M., & Mujinga, M. (2024). Service quality and security in Ugandan e-banking: Implications for customer satisfaction: A systematic literature review. Journal of Information Systems and Informatics, 6(3), 1743-1759. https://doi.org/10.51519/journalisi.v6i3.820

Kaur, B., Kiran, S., Grima, S., & Rupeika-Apoga, R. (2021). Digital banking in Northern India: The risks on customer satisfaction. Risks, 9(11), 209. https://doi.org/10.3390/risks9110209

Keisidou, E., Sarigiannidis, L., Maditinos, D. I., & Thalassinos, E. I. (2013). Customer satisfaction, loyalty and financial performance. International Journal of Bank Marketing, 31(4), 259–288. https://doi.org/10.1108/ijbm-11-2012-0114

Lim, K. B., Yeo, S. F., Tey, Y. N., & Tan, C. L. (2023). Customer satisfaction on e-banking service quality in Malaysia. International Journal of Entrepreneurship, Business and Creative Economy, 3(2), 32. https://doi.org/10.31098/ijebce.v3i2.1333

Mbama, C. I., Ezepue, P., Alboul, L., & Beer, M. (2018). Digital banking, customer experience and financial performance: UK bank managers’ perceptions. Journal of Research in Interactive Marketing, 12(4), 432–445.

Melnyk, V. (2024). Transforming the nature of trust between banks and young clients: from traditional to digital banking. Qualitative Research in Financial Markets, 16(4), 618-635. https://doi.org/10.1108/QRFM-08-2022-0129

Mir, R. A., Rameez, R., & Tahir, N. (2023). Measuring Internet banking service quality: an empirical evidence. The TQM Journal, 35(2), 492-518. https://doi.org/10.1108/TQM-11-2021-0335

Mwiya, B., Katai, M., Bwalya, J., Kayekesi, M., Kaonga, S., Kasanda, E., Munyonzwe, C., Kaulungombe, B., Sakala, E., Muyenga, A., & Mwenya, D. (2022). Examining the effects of electronic service quality on online banking customer satisfaction: Evidence from Zambia. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2143017

Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.

Ologun, V., Yusuf, I., Obioha, C., Akande, J., Ameen, A., & John, S. (2025). Cybersecurity and customer satisfaction in the age of digital banking: An application of information systems success model. ORGANIZE: Journal of Economics, Management and Finance, 4(3), 226-243. https://doi.org/10.58355/organize.v4i3.190

Olowofela, O. E., Lisoyi, B. O., & Olaiya, K. I. (2024). The dimensions of electronic (e)-banking service quality on customer satisfaction: Evidence from Nigeria. Modern Management Review, 29(4), 71–84. https://doi.org/10.7862/rz.2024.mmr.21

Parasuraman, A. B. L. L., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Piha, L. P., & Avlonitis, G. J. (2015). Customer defection in retail banking: Attitudinal and behavioural consequences of failed service quality. Journal of Service Theory and Practice, 25(3), 304-326. https://doi.org/10.1108/JSTP-04-2014-0080

Ronny. (2022). The effect of responsiveness, reliability, ease, security, and aesthetics on customers’ satisfaction using mobile banking. International Journal of Economics, Business and Management Research, 6(7), 190–205. https://doi.org/10.51505/ijebmr.2022.6713

Vijayanand, S. (2021). Analyzing the impact of service quality on satisfaction in e-banking services-an empirical study. Kinerja, 25(2), 270-286. https://doi.org/10.24002/kinerja.v25i2.4593

Zeffane, R. (2018). Do age, work experience and gender affect individuals’ propensity to trust others? An exploratory study in the United Arab Emirates. International Journal of Sociology and Social Policy, 38(3/4), 210-223. https://doi.org/10.1108/IJSSP-07-2017-0093

DOI: https://doi.org/10.32535/ijafap.v9i1.4378