Determinants of customer satisfaction toward mobile banking : a case study of Bank Khartoum in Sudan
This research investigates the determinants of customer satisfaction toward mobile banking services at the Bank of Khartoum in Sudan. To achieve this, a structured questionnaire was used with 300 respondents, while 266 were usable for analysis, with an 88.7% response rate. The research employed SEM-PLS to estimate the data. The findings revealed that E-Service Quality, E-Trust, and Customer Value significantly influence Customer Satisfaction, with E-Trust also positively affecting Customer Value. However, E-Service Quality was not found to have a significant effect on Customer Value. Moreover, E-Trust acted both as a direct and indirect driver of satisfaction, highlighting its central role in digital financial service evaluation. These results offer empirical support for the Theory of Planned Behavior (TPB), Expectation-Confirmation Theory (ECT), and SERVQUAL model in a conflict-affected, developing economy context. The findings contribute to the literature by providing a new understanding of customer experience and digital trust in post-crisis banking environments. Additionally, the study offers practical implications for enhancing digital banking performance and customer engagement at the Bank of Khartoum. This research also provides policy recommendations that can help strengthen digital trust, promote customer value, and support financial inclusion in Sudan. However, this study has some limitations. It focused only on active mobile banking users of Bank of Khartoum; future research should compare multiple banks and include non-users to better understand satisfaction dynamics across the Sudanese digital financial sector.
Customer satisfaction, Customer value, E-Service quality, ETrust, SmartPls
Universitas Islam Internasional Indonesia
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