To leave or retain? An interplay between quality digital banking services and customer satisfaction

Abstract

Purpose – In this paper, the authors investigated the impact of quality digital banking services delivered during the COVID-19 pandemic on customers’ satisfaction and retention intentions. Design/methodology/approach – This study combined constructs drawn from the E-S-QUAL and BSQ models to measure the impact of digital banking services on subscribers of digital banking services in Ghana. The study utilized structural equation modeling with partial least squares (PLS-SEM) to analyze 395 responses. Findings – Results revealed a significant direct effect between digital banking services satisfaction and customer retention decisions. The results also revealed that digital banking service quality dimensions such as ease of use, efficiency, privacy/security, and reliability impact customers’ satisfaction and retention intentions. Research limitations/implications – Digital banking service portfolios and their quality dimensions vary among banks. This offers an opportunity for banking institutions and other non-bank financial service providers to be wary of the impact of quality service delivery on customers’ decisions. This paper makes significant theoretical contributions and practical implications on the relevance of quality digital banking services in customers’ retention strategies for competitive advantage. Originality/value – This study has underlined the significance of quality digital banking services in developing countries. The study underscored the need for banking and non-bank financial institutions to embrace the much-anticipated quality service demanded by customers and the need for continuous service improvement relative to the growing deployment of financial technologies.