Evaluation of internet banking service quality on the axis of technology acceptance model: The case of Salam Africa Bank

The aim of this research is to evaluate the effect of service quality on customer satisfaction and intention to adopt the bank by considering internet banking service quality within the framework of technology acceptance model dimensions. For this purpose, data were collected from a sample of customers using Salam Africa Bank's internet banking services in Djibouti by survey method. In the questionnaire, the opinions of the participants about the research variables were evaluated using five-point Likert-type scales whose validity and reliability were proven in the literature. According to the results of the analysis, it was seen that Salam Africa Bank internet banking service quality was evaluated above the medium level in terms of security and privacy, perceived ease of use, customer service, perceived pleasure, and perceived usefulness. Among these dimensions, the ones evaluated with the highest score by the participants were ease of use and perceived pleasure. As a result of the regression analysis, the effect of these two dimensions (perceived ease of use and perceived pleasure) on customer satisfaction was found to be statistically significant. Accordingly, perceived ease of use and perceived pleasure have a positive effect on customer satisfaction, and these two variables explain approximately 58% of the change in customer satisfaction. In the study sample, it was determined that the variables of customer service, security and privacy, perceived usefulness and information provision did not have a significant effect on customer satisfaction. Another finding of the research is that a point increase in customer satisfaction will cause a 0.58 point increase on the intention to adopt, and customer satisfaction alone explains about 0.335 of the variability in the intention to adopt.