International Journal of Arts and Humanities

Impact of E-Distribution Channels on Customers’ Satisfaction: An Empirical Analysis of Nigerian Banking Industry

Abstract

As a result of the intense competition that characterizes the Nigerian banking industry, banks have embraced the adoption of E-distribution channels as a strategic stance for building desirable customer satisfaction and competitive positioning. However, there seems to be a lack of the existence of any empirical evidence regarding the ability of this adoption to achieve these feats.This study examined the impact of e-distribution channels on customer satisfaction is examined. Primary data were elicited from a total of one hundredseventy-five customers of Polaris Bank Limited, Kano. Furthermore, through statistical analysis, it was found that the three major E-distribution channels: ATM services, online banking services, and mobile banking services have a positive and significant impact on customer satisfaction. Since these electronic channels can be employed as drivers for fostering customer satisfaction, it was recommended that banks should strive to put more effortinto improving the quality inherent in them while also doing this by being customer-centered. 

Keywords: Bank website, Customer satisfaction, Customer-oriented, E-distribution, Information and communication technology, Online banking,