Contribution of Digital Banking in Achieving Customer Satisfactions: A Case Study of NMB Bank PLC in Morogoro Municipality

The application of digital technology in the banking sector has altered customers? preferences and demands. The purpose of this study was to assess the contribution of digital banking in achieving customer satisfaction, a case study of NMB Bank PLC in Morogoro Municipality. Using a mixed research approach, data was collected from a sample 140 respondents, 130 of whom were from MSEs and 10 from the NMB bank in Morogoro municipality. The study employed purposive and convenient sampling techniques and the collected data was analyzed by using content analysis and quantitative data were analyzed by descriptive statistics. The study found that there is a positive and statistically significant association between online customer care and customer satisfaction at 1% significance level. The association between customer satisfaction and transaction processing, online interactivity and decision support was found to be statistically significant at 5% significance level. These findings indicate that, digital banking contributes significantly to customer satisfaction.