Effectiveness of Cellphone Banking on Service Quality in Commercial Banks in Botswana

The study was to analyze the effectiveness of Cellphone banking on service quality at commercial banks in Botswana in relation to customer satisfaction and customer loyalty. The primary objective was to determine the effectiveness of cellphone banking on service quality attributes at FNB bank as well as to determine how it is impacting on customer loyalty in terms of repeated use of cellphone banking and customer satisfaction of the cellphone banking users. The study was descriptive in nature and a sample of 200 cellphone banking users was drawn from five FNB Bank branches located in Gaborone, capital city of Botswana. The study adopted the EbankQual model to measure the effectiveness of cellphone banking on service quality. Data collected was analyzed using statistical analyses software package, SPSS version 20 in order to determine the service quality levels of the FNB cellphone banking facility based on ten service quality dimensions derived from the EbankQual model, a service quality scale for electronic mobile banking services. Service quality of cellphone banking was determined from the measures of central tendency. To determine the relationship of EbankQual attributes on customer satisfaction and loyalty, a regression analysis was done and the findings showed that there is a strong positive relationship between EbankQual attributes and customer satisfaction and there is a weak positive relationship between service quality and customer loyalty. It was concluded that an increase in the FNB cellphone banking service quality would result in customer satisfaction whereas it may not have any significant impact on customer loyalty. It was recommended that FNB should promote cellphone banking services through wider network coverage in order to attract more cellphone banking users. Finally it is recommended that further research be undertaken to measure effectiveness of cellphone banking on other banking performance indicators like profit, sales and market share.