Abstract:
This study investigates the impact of digital banking on customer satisfaction at Awash Bank,
Gondar Ethiopia, focusing on reliability, transactional efficiency, and performance. Using a
quantitative approach with data from 384 customers, the analysis reveals that all three
dimensions significantly influence satisfaction, with reliability being the strongest predictor (β =
0.412, p < 0.001), followed by transactional efficiency (β = 0.301, p < 0.001) and performance
(β = 0.187, p = 0.001). Younger customers (25–33 years) and frequent users reported higher
satisfaction. While perceptions were generally positive, improvements in system stability,
integration, and support were recommended. The study suggests investing in technology,
enhancing integration, expanding support, and demographic-tailored services to boost
satisfaction and competitiveness in Ethiopia’s financial sector.
