The Impact of Customer Satisfaction on the E-Banking Industry in the Northern Region of Malaysia in the Post-COVID-19 Era

Abstract

The rapid adoption of Internet technology and the COVID-19 pandemic have transformed e-banking, especially in Northern Malaysia. This study aims to explore the factors affecting customer satisfaction in the e-banking sector post COVID-19. The study examines how ease of use, convenience, security and privacy, and reliability affect customer satisfaction. Drawing on the Resource Based View (RBV), researchers surveyed 150 e-banking users through a structured questionnaire. The data underwent comprehensive statistical analysis using Demographic Descriptive Analysis, Data Descriptive Analysis, Skewness & Kurtosis Test, Common Method Variance, KMO & Bartlett’s Test, Cronbach’s Alpha Test, Correlation and Regression Analysis via SPSS software. Findings reveal that ease of use, security and privacy, and reliability significantly impact customer satisfaction, with ease of use and reliability demonstrating the strongest positive relationships. Conversely, convenience, although perceived positively, does not exhibit a statistically significant effect on customer satisfaction. These findings highlight the importance of user-friendly interfaces, strong security, and reliable service in e-banking customer satisfaction. The study provides valuable insights for e-banking service providers aiming to improve customer satisfaction and retain customer loyalty in the evolving post-pandemic landscape.