Evaluating the Impact of Digital Banking Service Usage and Availability on Customer Satisfaction in Sierra Leone: An Analysis of Sierra Leone Commercial Bank

Abstract

This study examines how Sierra Leone Commercial Bank (SLCB) customers' happiness is impacted by the availability and use of digital banking services. In order to improve service delivery and cultivate customer loyalty, it is imperative to comprehend customer perceptions and experiences as the banking industry in Sierra Leone changes in tandem with the growing usage of digital technology. The aim of this study is to evaluate the impact of digital banking services, such as internet and mobile banking, on customer satisfaction, especially in an environment where traditional banking practices are more common. Using a qualitative research technique, the study conducted focus groups and semi-structured interviews with 80 SLCB customers, guaranteeing a varied representation of demographic factors such as age, gender, and banking experience. Key themes and patterns pertaining to consumer experiences with digital banking services were found using thematic analysis. An extensive investigation of consumer perceptions, difficulties, and satisfaction levels was made possible by this method. Customers value the ease and accessibility of digital banking services, but there are still major obstacles, according to the research. Important themes that have been found include the significance of user-friendly interfaces, the need for dependable internet access, and the effect that customer service has on satisfaction levels. Technical difficulties and a dearth of thorough instructions on utilizing digital platforms were causes of irritation for many users. Due to the convenience of transactions and time savings, people who actively used digital banking expressed greater pleasure despite these difficulties. There are numerous ramifications for this research. To improve the user experience, digital banking platforms must be improved for banking institutions, especially SLCB. Training initiatives that educate consumers about digital services can greatly increase user happiness and usage. Legislators must to take into account projects that improve digital literacy and internet infrastructure, especially in underprivileged areas, in order to encourage fair access to digital banking services. In order to satisfy client expectations in Sierra Leone's banking environment, this research emphasizes the need for ongoing enhancements and customized approaches, which advances our understanding of digital banking in developing environments. With the development and growth of digital banking services, future studies should examine long-term shifts in consumer satisfaction.