MEASURING IMPACT OF ELECTRONIC BANKING ON CUSTOMERS SATISFACTION: A CASE STUDY MICROFINANCE BANKS OF SINDH

Dr. Muhammad Ali Brohi; Dr. Benazir Solangi; Dr. Muhammad Asif Channa; Dr. Shahbaz Hyder Mughal

Authors

Dr. Muhammad Ali Brohi Author
Dr. Benazir Solangi Author
Dr. Muhammad Asif Channa Author
Dr. Shahbaz Hyder Mughal Author

Keywords:

Electronic banking, Customer satisfaction, Microfinance banks, Technology Acceptance Model, SERVQUAL, Pakistan

Abstract

This study examines the impact of electronic banking (e-banking) on customer satisfaction in microfinance banks across Sindh, Pakistan, using the Technology Acceptance Model (TAM) and SERVQUAL framework. Through a quantitative approach, data were collected from 390 customers of five microfinance banks via structured questionnaires. The findings reveal that perceived usefulness, security & privacy, and responsiveness significantly enhance customer satisfaction, while perceived ease of use and reliability were statistically insignificant. The study highlights the need for user-friendly e-banking interfaces and robust security measures to address rural customers' challenges. Results indicate that 67% of customer satisfaction variance is explained by the model, offering actionable insights for banks to optimize digital services.