MBA Project Dissertation 2022

Running head: DISSERTATION
DISSERTATION
Name of the Student
Name of the University
Author Note

DISSERTATION1
Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported me throughout
the course of this MBA project. I am thankful for their aspiring guidance, invaluably constructive
criticism and friendly advice during the project work. I am sincerely grateful to them for sharing
their truthful and illuminating views on a number of issues related to the project.
I express my warm thanks to Mr. [SURNAME] and Ms. [SURNAME] for their support and
guidance at [COMPANY NAME].
I would also like to thank my project external guide Mr. [SURNAME] from the [NAME]
company and Ms. [SURNAME] and all the people who provided me with the facilities being
required and conductive conditions for my MBA project.
Thank you,
Author

DISSERTATION2
Executive Summary
The banking industry has been undergoing considerable change and in lieu of this, it becomes
essentially important for the various enterprises which are involved in the banking industry to
ensure that they are being able to gain a competitive advantage successfully and are being able to
engage in successful operations through the satisfaction of the customers. The customer
satisfaction can be described as the sense of accomplishment which can be made use of in order
to engage in long term success by the firm. Hence, the focus of this study is to understand the
way in which the Rokel Bank will be able to engage in long term success through digital banking
and customer satisfaction. The first chapter focuses on the introduction which lays down the
background of the study. This is then being followed by the Literature review which discusses
and critically analyzed the different theories involved in the field of the Customer satisfaction
and related banking opportunities. The research methodology as a chapter focuses on the various
research methods which are made use of in the study. The next chapter discusses the findings
and related analysis which had been laid from the research. Certain recommendations to assist
Rokel Bank in its operations have also been provided.

DISSERTATION3
Table of Contents
Chapter 1: Introduction....................................................................................................................6
Overview......................................................................................................................................6
Background..................................................................................................................................6
Problem statement.......................................................................................................................7
Company and Industry background.............................................................................................7
Research aim................................................................................................................................8
Research Objectives.....................................................................................................................8
Research Questions......................................................................................................................9
Research Hypothesis....................................................................................................................9
Research rationale........................................................................................................................9
Structure of the study.................................................................................................................10
Chapter 2: Review of Literature....................................................................................................12
Overview....................................................................................................................................12
Digital Banking..........................................................................................................................12
Factors affecting Digital Banking..............................................................................................14
Benefits and Importance of Digital Banking.............................................................................15
Customer satisfaction in Banking..............................................................................................17
Factors affecting customer satisfaction.....................................................................................19
Theories of customer satisfaction..............................................................................................22

DISSERTATION4
Benefits of satisfied customers..................................................................................................23
Conceptual Framework..............................................................................................................24
Summary....................................................................................................................................25
Chapter 3: Research Methodology................................................................................................26
Introduction................................................................................................................................26
Research Philosophy..................................................................................................................27
Research Approach....................................................................................................................28
Research Design........................................................................................................................28
Data collection and analysis......................................................................................................29
Sampling technique...................................................................................................................31
Reliability and Validity..............................................................................................................32
Ethical Consideration.................................................................................................................32
Summary....................................................................................................................................33
Chapter 4: Analysis and Discussion..............................................................................................34
Overview....................................................................................................................................34
Descriptive Statistics.................................................................................................................34
Inferential Statistics...................................................................................................................41
Reliability Test...........................................................................................................................41
Correlation Analysis..................................................................................................................42
Regression Analysis...................................................................................................................44

DISSERTATION5
Hypothesis testing......................................................................................................................46
Findings.....................................................................................................................................47
Summary....................................................................................................................................48
Chapter 5: Discussion....................................................................................................................48
Chapter 6: Conclusion and Recommendations..............................................................................53
Overview....................................................................................................................................53
Linking to Objectives................................................................................................................53
Recommendations......................................................................................................................53
Future scope...............................................................................................................................55
Limtations of the study..............................................................................................................55
References......................................................................................................................................56

DISSERTATION6
Chapter 1: Introduction
Overview
The paper aims to evaluate the impact of digital banking on client satisfaction. The
organization which has been adopted as the case study can be stated to be the Rokel commercial
bank located in Sierra Leone. The aim of the chapter lies to introduce the readers to the topic
chosen for the analysis and in addition to this, lay a background for the research. This will assist
in the identification of the various ways in which the digital banking can be utilized in order to
improve the customer care and to lift up the revenues of the organization as well (Singh & Rana,
2019). Therefore, the chapter follows a comprehensive structure whereby the Research
Background, the Problem statement, the Research Objectives, the Research aim and the Research
Questions will be provided which will then assist in understanding the primary goal of the
chapter as well. The Structure which will be followed by the paper will also be provided in the
chapter.
Background
The technology has advanced considerably and therefore, this development has brought
about various changes in the different business processes and procedures (Agnihotri et al., 2016).
The traditional banking practices which had been undertaken can be stated to gone under relative
change and advancement and the digital banking has taken over. The online banking has taken
up a fast rise in terms of banking. The digital banking has not only been successful in providing
an edge to the private banks but has proved to be a boon for the commercial banks as well. The
study is focused on the Sierra Leone market and this allows the clients to access information
from a number of digital systems (Cuesta et al., 2015). The various e-banking services which are
adopted can be considered to be the ATM, credit card and mobile banking services. The digital
banking can be understood to provide a vast range of activities like the e-payments, e transfers
and the enquiries. It leads to addition of value as well as satisfaction to the different services
which are provided to the customers by the bank (Dutta, 2015). Through this endeavour, the
banks are able to deal with the competitive pressure as well perform considerably well in the risk
exposed e-banking service market.

DISSERTATION7
From the perspective of the different customers, the e-bankers have been enabled to
reduce the costs and access their accounts from any part of the world (Gasser et al., 2017).
Moreover, the banks have been able to reduce their overall banking costs as the personnel
number and count has gone down to a great extent. However, the primary focus of the study lies
to understand the manner in which these digital banking services can lead to higher profits and it
has been rightfully observed that the digital banking tends to have a strong impact on the
satisfaction of the different customers (Hill & Brierley, 2017). However, it has to be understood
that, the digital banking not only impacts the customer satisfaction positively but has a negative
impact as well. This is because, the case of fraudsters and the criminals has increased and this
has led to the destruction of the privacy of the different individuals who have an account and has
put the security of the customers to a great risk (Hussain, Al Nasser & Hussain, 2015).
Problem statement
Digital banking is a comparatively new concept which seeks to assist both the parties
involved in the field of banking to carryout various initiatives which would not only assist them
to make the operations easier and access it at any time of the day but also ensures that the service
which is provided to the different customers can be increased to a great extent (Kaul, 2017). The
different banks around the world are involved in the same operations and often tend to engage in
competition with one another using various parameters like the services offered and the interest
rate provided (Saeidi et al., 2015).
The aim of all the banks is to understand the manner in which they will be successfully
able to serve the different customers and improve their satisfaction level related to the
organization (Kaura, Durga Prasad & Sharma, 2015). Therefore, the study seeks to identify the
positive as well as the negative impacts of the digital banking and newly advanced functions of
the Rokel Bank on the customer satisfaction. The study seeks to identify whether the digital
banking operations affect the customer service and satisfaction positively or negatively.
Moreover, based on this, the study aims to provide viable suggestions to the Rokel Bank which
would help them in improving their digital banking services which would then improve the
operations and the overall transactions as well (Lal & Çekin, 2015).