An Assessment of Customer Satisfaction with Online Banking Platforms: A Case Study of GTBank, Ogun State
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Background of the Study
Online banking platforms have revolutionized the retail banking experience by offering customers the convenience of conducting transactions from anywhere at any time. GTBank in Ogun State has been at the forefront of this digital revolution, implementing state-of-the-art online banking solutions designed to enhance customer satisfaction through ease of use, security, and responsiveness (Okoro, 2023). The bank’s digital platforms provide a comprehensive range of services, including fund transfers, bill payments, and real-time account management, which have significantly reduced the need for physical branch visits.
GTBank’s investment in advanced user interface design, robust cybersecurity measures, and customer support integration has aimed to ensure that online banking not only meets but exceeds customer expectations. With the growing reliance on digital channels, customer satisfaction has emerged as a critical performance indicator, influencing customer retention and overall brand loyalty. The study investigates the determinants of customer satisfaction with GTBank’s online banking services by examining factors such as system reliability, ease of navigation, and service responsiveness (Chinwe, 2024).
In addition to technological enhancements, the bank’s continuous feedback mechanisms and digital literacy programs contribute to a positive user experience. However, challenges such as occasional system downtimes, complex registration processes, and security concerns persist, affecting customer perceptions. This research seeks to evaluate the effectiveness of current online banking practices at GTBank, providing insights into potential improvements that can further enhance customer satisfaction and digital engagement (Adebayo, 2025).
Statement of the Problem
Despite significant technological advancements, GTBank faces challenges in ensuring consistent customer satisfaction with its online banking platforms. Customers have reported issues such as delayed transaction processing, system outages during peak hours, and occasional difficulties in navigating the digital interface (Okoro, 2023). These technical issues are compounded by security concerns that occasionally arise, undermining customer trust in the platform. Furthermore, a segment of customers with lower digital literacy finds it challenging to fully utilize the online services, leading to a gap in overall satisfaction.
The mixed experiences reported by customers suggest that while the bank’s online platform offers numerous benefits, there remain significant shortcomings in its reliability and usability. The inconsistency in service delivery creates frustration and may lead to customer attrition, particularly as competitors continuously upgrade their digital offerings. This study aims to pinpoint the specific areas of dissatisfaction, evaluate their impact on overall customer perception, and propose targeted improvements that can address these issues. By identifying and addressing these problems, GTBank can enhance the effectiveness of its online banking services and strengthen customer loyalty (Chinwe, 2024).
Objectives of the Study
- To evaluate the overall customer satisfaction with GTBank’s online banking platform.
- To identify key factors that influence customer perceptions of online banking services.
- To propose improvements to enhance system reliability and usability.
Research Questions
- How satisfied are customers with the current online banking services offered by GTBank?
- What factors contribute most significantly to customer dissatisfaction?
- How can GTBank improve its online platform to better meet customer expectations?
Research Hypotheses
- H₁: Enhanced user interface design is positively correlated with higher customer satisfaction.
- H₂: Frequent system downtimes negatively impact overall customer perception.
- H₃: Improved digital literacy support increases effective usage of online banking services.
Scope and Limitations of the Study
This study focuses on GTBank’s online banking services in Ogun State. Limitations include technological variability, sample diversity in digital proficiency, and rapidly evolving digital platforms.
Definitions of Terms
- Online Banking Platforms: Digital interfaces that allow customers to perform banking transactions electronically.
- Customer Satisfaction: The degree to which banking services meet or exceed customer expectations.
- Digital Literacy: The ability to use digital technologies effectively.
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