Factors Affecting Customer Satisfaction of Mobile Banking in Libya

الملخص

In recent years, the banking industry has witnessed a significant shift towards digitization, with mobile banking services becoming increasingly popular among customers. Customer satisfaction is a critical factor for the success and sustainability of any business, including the banking sector. This research paper aims to investigate the factors that influence customer satisfaction with online banking services in Libya. This study adopts a quantitative research approach, utilizing a questionnaire. Data were collected from 309 mobile banking users in Libya. The research model relies on four factors: confirmation of expectation, perceived ease of use, perceived usefulness, and customer satisfaction. The research model was examined with Structural Equation Modeling (SEM). Confirmation of Expectation, perceived ease of use, and perceived usefulness were found to have a positive and significant effect on customer satisfaction with mobile banking services. The results also show that perceived usefulness is positively and significantly influenced by perceived ease and of use and confirmation of expectation. Likewise, confirmation of expectation was found to significantly influence perceived ease of use. These findings will provide valuable insights into areas where banks can focus their efforts to improve service quality and enhance customer satisfaction levels.   .