EFFECTS OF DIGITAL SERVICES ON CUSTOER SATISFACTION IN CAMEROON CASE STUDY NFC BANK BUEA
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Financial institutions have been in the process of significant transformation. Despite this transformation, even though there is a richness of information on the nature and scope of internet banking, there is a scarcity of evidence about the impact of internet banking activities amongst banks that have adopted it compared to those that have not done so. This study examines the impact of digital services on customers’ satisfaction. The objective of the study was to determine how the introduction and usage of digital product and services has a general impact on the effectiveness and efficiency of bank’s service delivery. The study adopted a descriptive survey design. The target population comprised of 33 respondents of NFC Bank, data collection was done through the use of questionnaires and analyzed using statistical tools. From the study, it was revealed that the role of digital Banking adoption on the performance of the banking sector mainly refers to time reduction and quality improvement, rather than cost reduction as reported by many authors. Questionnaire administration technique via a structured questionnaire was used to source for data and information from 33 selected respondents which corresponds the sample and Chi-Square analysis was used to analysis the data. The study revealed that the introduction of digital Banking has impacted positively on the bank’s human resource performance, in terms of improved efficiency and effectiveness of financial institutions performance even as it has enhanced customer satisfaction and increased productivity. The study recommends that critical infrastructure that aids the usage of digital Banking products should be provided.
Digital services in banking refers to a bank that operates online and provides its customers the services that were previously available only at a bank branch. It involves the digitalization of all traditional banking products, processes and activities to serve customers through the online channels. They include all traditional banking services like mobile phones, computers, and compatible smart devices, without the need for a customer’s presence in the bank branch. Globally, the customer satisfaction of an industry depends on how the digital space are well placed. The history of banking is that till the industrial error, banking services were rendered on manual basic characterized by; ledger keepers at back office, cashiers providing front desk service, ledger cards, cash registers among others . this is not only tedious, but also strenuous and slow besides providing inaccurate and unreliable information on a regular basis because of the human error . The limitations of the manual banking highlighted above in most cases results to customer complaints, slowness in service provision long queue and high operational costs etc. These limitations reduce reliability of financial services as regards to accuracy and completeness. Relying to such information results into managers making decisions that leads to cost and administrative problems as evident by the closure of banks like; Co-operative bank, International credit bank and Trans-African bank. This is because manual records had been altered by back staff to defraud it.
The above manual unreliable service provision gave rise to technological means of efficient and fast way of serving customers giving rise in demand of banking services. This saw the emergence and the use of digital services inventions like; telephones banking, internet banking, ATM’s etc. ATMS is the abbreviation of Automated teller machine which acts as a teller in a bank who takes and gives money over the counter. ATMs are placed only inside of near the premises of the bank, but also locations like shopping centers, airports, groceries stores, gas stations restaurants or any other places where large number of people may gather.
Telephone banking also refers to services provided by banks or other financial institutions, that enables customers to perform over the phone a range of financial transactions which do not involve cash or financial instruments such as cheques.
Also, internet or online banking which allows a user to conduct financial transactions via the internet. It can also be referred to as web banking and provides almost every service traditionally available through a local branch including deposits, transfers, and online bill payments. Virtually every banking institution has some form of online banking, available on desktops and through mobile apps.
Some of these digital services includes cash withdrawals, balance enquiry, bill payments, cash and cheque deposit, savings and on 24 hours basis thus with the appearance of digital services, some limitations have been resolved.
These innovations embraced by the government of Cameroon coupled with the hard work of the players in the financial sector, Commercial bank Cameroon (CBC) licensed by the bank Central Bank of Central African States inclusive has seen an increase in the enrolment of bank ATM and other Digital services as evident by the long queue at most banks and ATM service points all over the country.
The introduction and use of Digital system of banking has received different perceptions. One if the views is that, it may have really created customer satisfaction for bank clients, and the other is that it may have despite all the merits of Digital banking, brought complaints from customers of shortfalls on the use of the system such as; limited knowledge on the use of the systems, long queue at ATM service points, slow mobile connection and breakdowns, fraudulent transactions and its operation in just a few languages. Some of these challenges can be elaborated below;
In terms of security, it is one of the first things that comes into one’s mind when keeping money is mentioned anywhere. It is, however, sad to say that hackers are still giving financial institutions a run for their money. Therefore, some customers are not willing to take any chances
Although many people are embracing digital banking, there is still a good portion of people who don’t trust it. Also, some people are not convinced about digital banking unless they have proof that a bank exists in brick and mortar form. This makes it hard for digital banking to become completely digitized
Many people don’t know it, but most banking systems use COBOL programming language. This has been around for more than 60 years and was not meant to suit the kind of technology that is available today. Upgrading these banking systems and install suitable ones usually takes so much time while the demand for seamless digital banking is on the rise
Several non-financial institutions offer services very similar to what digital banking is expected today. Social media platforms like Facebook, for example, have made it possible for users to send money directly to someone’s bank account.
Because they are not restricted by any rules as seen with financial institutions, it is hard for these financial institutions to cope. To begin with, social media platforms, for example, have a large fan base.
For banking to be fully digitized, it means that both the banking system and employees will have to undergo a cultural shift. However, it is good to know that unlike other businesses, banks have a unique way of departmentalization, and this greatly influences the level of technology to be used. While some departments will benefit from a digital banking system, some departments will have to lay off some employees. Also, employee training may be required.
With the demand for digital banking on the high, some banks are desperate to take the leap and adopt digital banking. However, most banks are not quickly adopting digital banking because they don’t know which kind of system will work correctly. Some prefer purchasing such systems because they want to work with a system that has been tested. Others prefer having a system built specifically for them. Don’t forget that both kinds of systems have their pros and cons
It is therefore against this background that the researcher was prompted to investigate and find out the effect of Digital services on customer satisfaction of commercial banks in Cameroon.
1.2.1 Research Questions
What is the relationship between Digital services and customer satisfaction?
1.2.2 specific research questions
- What are the benefits of Digital services to customers of some banks in Cameroon (NFC BANK BUEA)?
- What are the challenges faced by customers using Digital services?
To examine the effect of Digital services on customer satisfaction in commercial banks in Cameroon case study NFC BANK (Buea).
- To establish a relationship between Digital services and customer satisfaction.
- To access the benefits of Digital services to customers of some commercial banks in Cameroon.
- To examine the challenges faced by customers using Digital services and suggestions for improvement.
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