EFFECTS OF ELECTRONIC COMMERCE ON CUSTOMER SATISFACTION A STUDY OF GTBANK, BELLO ROAD, KANO

ABSTRACT In the recent e-commerce, the competition grows fast and profit margins get lower so firms are looking for new ways to differentiate their service to create and sustain competitive advantages. The experience and service quality in e-commerce are important differentiators of success as they enable the e-commerce service provider to manage effectively and efficiently customer interactions and to meet the customer expectations. Therefore, the study seek to examine the effect of electronic commerce on customer satisfaction. The study employed primary method of data collection with 283 customers of GTBank, while regression analysis through statistical package for social sciences (spss, version 21) was used to analyze the data. The findings revealed that, there is a significant relationship between internet security and customer satisfaction. Similarly, a positive relationship exists between internet efficiency and customer satisfaction. However, the relationship between internet reliability and customer satisfaction is insignificant. The study recommended among others that, GTbank should ensure that customers have a seamless experience across all digital platforms, including mobile apps, internet banking, and the website. Integrating customer interactions across multiple channels will make it easier for customers to engage with the bank.