Impact of Digital Banking on Customer Satisfaction: Research Proposal

This research proposal investigates the influence of digital banking on customer satisfaction, specifically focusing on Rokel Commercial Bank in Sierra Leone. The proposal includes an introduction outlining the research's purpose and background, detailing the shift from traditional to online banking. It explores the benefits of digital banking, such as increased customer convenience and cost reduction, while also acknowledging potential risks related to security and privacy. The research aims to understand the concept of digital banking, analyze its impact on customer satisfaction, and provide recommendations for Rokel Commercial Bank. The methodology includes the Research Onion Framework and various data collection and analysis methods. The proposal also covers ethical considerations, a time schedule, and resources needed for the study, concluding with a list of references. The study aims to offer insights into how digital banking can enhance customer satisfaction and provide Rokel Commercial Bank with strategies to improve its services.

Research proposal
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Research proposal 1
Contents
Title............................................................................................................................................2
Introduction................................................................................................................................2
Research Background.................................................................................................................2
Company background............................................................................................................5
Industry background...................................................................................................................5
Research aim and objectives..................................................................................................6
Research questions.................................................................................................................6
Research rational....................................................................................................................7
Research methodology...............................................................................................................7
Research Onion Framework...................................................................................................7
Research Philosophy..............................................................................................................8
Research Approach................................................................................................................9
Research design......................................................................................................................9
Research Strategy.................................................................................................................10
Data Collection Methods......................................................................................................11
Sampling Method.................................................................................................................11
Data Analysis Method..........................................................................................................12
Ethical Consideration...........................................................................................................12
Time schedule..........................................................................................................................13
Resources.................................................................................................................................13
Conclusion................................................................................................................................15
References................................................................................................................................16
Figure 1: Research Onion Framework 8

Research proposal 2
Table 1: Research plan for completing the project 13
Title
Impact of digital banking on customer satisfaction in commercial banks: a case of Rokel
Commercial Bank.
Introduction
The purpose of paper is to conduct the research proposal that assists in evaluating the
influence of digital banking on the client satisfaction related to Rokel commercial bank,
Sierra Leone. The impact of the digital banking on client satisfaction can be positive as well
as can be negative. Considering the same, the research proposal will involve the
recommendations to the Rokel commercial bank with the motive to recover their operations
in order to meet level of satisfaction to customers. The proposal of the research further
includes background of research rational for research with the justification. In addition to
this, the researcher will make use of the different methods in order to collect the information
due to which methodology is considered in proposal. The effective use of the research
methodology helps the company to determine the diverse techniques which are needed to
accomplish the task of research in the effective manner. In the end of the proposal the
timeline as well as resources are mentioned.
Research Background
The increasing progress as well as the development is the knowledgeable in information and
communication technology because it has carried many changes related to all the facts of the
life. The traditional banking practice has been replaced with the online banking which is
considered as benefit for the companies who are performing the operations in the market. The

Research proposal 3
online banking is one of the technologies that are used by the fastest rising exercise in terms
of banking (Alwan and Al-Zubi, 2016). The digital banking is not only provided by the
private banks in the market but commercial banks are also offering the services through the
digital banking because they are considering the requirements of the customers that are
changing in Sierra Leone market.
Digital banking system has allowed clients to access information with the help of the digital
system. In the research, this has been found that e-banking services first appeared in initial
1990s that credit card, ATM and telephone and many others (Ariff, Yun, Zakuan and Ismail,
2013). The digital banking allows the customer to conduct the activities like enquiry, e-
payments as well as e-transfer. The digital banking system leads to benefits as it adds value to
the satisfaction of the customers in relation to the better as well as improved service
offerings. It allows the banks to gain more competitive advantage in market over the diverse
range of other companies dealing in the same the industry. The developments also leads to
the opportunity of high associated risks that are witnessed in study as this risk can hinder the
achievement of e-banking services that constitute major concern for both customers as well
as the financial institutions (Kheng, Mahamad, and Ramayah, 2010).
The use of digital banking by customers has brought numerous benefits as it has reduced the
cost of the customers and service provider. The banks operate the business nationwide with
brick and mortar bank which means that fees are paying for the cost of personnel within the
different nation, handling and advertisement. The cost of commercial banks has been
declined because of emergence of digital banking because customers conduct the online
operations that help them to easy process and transaction.
The customers can connect to the services without any geographical barriers which lead to
the high performance in the banking business with assistance of digital banking through

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faster delivery of information from customer as well as provider of service (Suleiman
Awwad, and Mohammad Agti, 2011). The digital banking is preferred by the customers as
this saves the time and encourages service quality which drives the customer satisfaction. The
most essential benefits to digital banking involves that consumers have a greater handle on
their amount since they only requires a connection of mobile to access their financial records.
The latest adoption of making use of technology that has supported the banks to spread their
purchaser base while electronic banking that has been showed to be main progression (Paul,
Mittal, and Srivastav, 2016).
The satisfaction of the customer is highly personal assessment that is highly influenced by the
expectation of the individual. It has been observed that satisfaction of the customer or
dissatisfaction is based on the achievement of the expectations of related to the service or
product. This can be understood that some of the customers who directly get engage in the
online shopping websites makes the payment for the products through only mode only rather
than the cash on delivery of the products (Srivastav and Mittal, 2016). The payment of the
product is done by company through online gateway which helps them to place the order
without any worries. However, banking online speed can influence the expectations of
customers as well as level of satisfaction. The good speed of the online transaction will lead
to good or positive customer satisfaction and vice versa. The full access to account
information related to the balances and transaction history, pay bills, transfers funds and
many other things. In addition, the mobile banking is a fast, easy and protected method to
contact the contact your books in few seconds. The customers can check history again and
again for checking their balances and they can also cross check the payment which is made
by them. This gives assurance that customers can make safe payment with the help of the
digital banking (Subashini, 2016).

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It has been witnessed that the impact of the digital banking is not only positive it can be
negative related to the customer satisfaction. There are particular issues that are raised which
involved the fraudsters as well as criminals for stealing the details of the customers that are
dealing with those commercial banks. The digital banking emergence affects the customer
satisfaction with the rise in the issue of privacy as well as security related to details of
customers (Osei-Assibey and Augustine Bockarie, 2013). The aim of the paper is conduct the
research proposal with the topic impact of digital banking on customer’s satisfaction majorly
in commercial banks in relation to the case of Rokel Commercial Bank.
In addition to this, the major issue or challenge that has been witnessed that at most of places
include the rural area. Rokel commercial bank offers the services at every location where
they find the issue that at some areas they deal with the issue of the internet connectivity
which affects the customer satisfaction. This is one of the reasons due to which the customers
can switch the bank and this ultimately influences the customer loyalty within the market.
Company background
Rokel commercial bank came into existence in the year 1917 as Barclays Bank DCO with
100% shared that are owned by parent business. In the year 1917, the company was
incorporated locally with this it was retitled Barclays Bank of Sierra Leone Limited with
minimum of 25% shared that are majorly established by Sierra Leoneans along with 75%
Barclays Bank International (Rokel Commercial Bank, 2019). The major reason behind the
transfer was to motivate the Sierra Leoneans to take the participation as holders and to form
the confidence in bank. The basic banking facilities that are offered by bank in money
transfers, investment, call accounts, VISA debit card, checking, savings and others. Rokel
commercial bank has network of approx. 16 branches that helps them in offering the services
to their customers across the nation as this is the only way through which the bank can grab

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the opportunity of serving their services to most of the customers in the nation (Rokel
Commercial Bank, 2019).
Rokel commercial bank offers digital banking
Rokel commercial bank provides facility of the digital banking to their customers which leads
to the high satisfaction. This helps in meeting the mission of company that is to provide the
banking as well as the related financial services with the motive to form the strong, lasting as
well as satisfying relationship with the employees, clients, shareholders and communities.
The company introduced the Rokel Simkorpor product which was a milestone in the bank as
it effort to promote inclusion of financial. The Rokel Simkorpor product is the one of the
mobile application that is designed in order to take banking to the doorsteps of clients as well
as it was designed by the bank after an initial survey in which they determine that low level
of education, coupled with the long queues in the bank as well as the bureaucratic nature of
the old banking process (Sesay, 2019). This application can be used by the people with the
motive to withdraw, making deposits, payment for the products as well as services, checking
of the balances, and transfer from one RC bank account to another.
Industry background
The industry that is majorly focused in the research proposal is commercial banking industry.
It has been witnessed that in late 1980s, the monetary scheme of Sierra Leone was consists of
the banking sector that majorly involves four commercial groups that majorly include
Standard charted bank (SL) limited, Sierra Leone Commercial Bank (SLCB), Barclays Bank
(SL) Limited (which is currently known as Rokel Commercial bank) and International Bank
for Trade and Industry (IBTI). Since then the banking industry of the country is evolving and
improving with the help of the new technologies that are helping in improving the operations
as well as in accomplished needs of clients. In end of the year 2017, it has been witnessed

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that the country banking industry involves total number of 14 commercial banks. In addition,
some other financial institutions were formed which include Home Finance Company (SL)
Limited, First Discount House (SL) Limited and 5 foreign exchange bureaux. Along with
this, three additional banks with the six branches were majorly established in the year 2001
(Osei-Assibey and Augustine Bockarie, 2013).
Research aim and objectives
The aim of research is to determine influence of the digital banking on consumer satisfaction
in context of commercial banks majorly considering the Rokel Commercial Bank. The
motive of researcher is to accomplish the aim due to which the different objectives are
presented below: -
 To comprehend the concept digital banking in terms of commercial banks.
 To analyze influence of digital banking on consumer satisfaction for Rokel
Commercial Bank
 To provide the recommendation to Rokel Commercial Bank for improving customer
satisfaction through digital banking.
Research questions
 What is concept of digital banking in terms of commercial banks?
 How digital banking influences consumer satisfaction for Rokel Commercial Bank?
 What recommendations are provided to Rokel Commercial Bank for improving
customer satisfaction through digital banking?
Research rational
In the present environment, every companies being it banking or other are looking for the
meeting the expectation of the customers present in the market as this is the way through
which they can manage their business operations and leads to the success. It has been

Research proposal 8
determined that it is essential for companies to adopt new technologies which majorly
involve digital banking as this contributes in customer satisfaction (Alwan and Al-Zubi,
2016). The adaptation of technology makes work easy and simple for the customers as they
can easily access diverse facilities provided by commercial banks. In addition to this,
commercial banks adopt this technology with the motive to give the tough competition to
other banks available in the sector. The study is essential to be conducted by the researchers
as it will offer the better understanding about the digital banking and their used by the Rokel
Commercial Bank majorly for accomplishing the needs of customers. In addition, it is very
significant to conduct the research as this will bring recommendations related to digital
banking that leads to the satisfaction for the consumers.
Research methodology
The research methodology is the particular procedures or the techniques that are majorly used
to determine, select, process as well as evaluate the data linked to the research concern. The
researcher will consider the research mythology through which they allow the reader to
critically analyze the overall study validity as well as reliability (Bryman, 2006).
Research Onion Framework
The research methodology is a section that includes different research approaches, methods
as well as wide range of policies that will be majorly used by investigator with the motive to
gather precise as well as reliable information to meet the objectives of the research (Saunders,
2003). The onion framework is majorly used for in depth understanding related to tools as
well as techniques of the research. It has been determined that research onion framework has
been developed by the Saunders with the motive to form quality of research in effective
manner (Sekaran and Bougie, 016).
Figure 1: Research Onion Framework

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Research Philosophy
The term research philosophy is defined as the usual of thoughts regarding nature of reality
that is being examined linked with the research concern. The researcher will conduct the
research about the influence of the digital banking on satisfaction level of consumers with the
assistance of interpretivism philosophy (Howell, 2012). This method is concern with the
proper collection of the data from the participants of the research from the wide range of
studies that are formed by the various researchers (Bryman, 2016).
Research Approach
In the research methodology, approach of research is considered as one of the vial part of the
study as it offers the assistance to the researcher for adopting the proper method for
conducting the research (Smith, 2015). The researcher finds that there are majorly two kinds
of the research approach which are inductive method as well as deductive method. The
approach of the deductive is all about the formation of the hypothesis as well as testing the
outcomes. On the other hand, the inductive approach is majorly used by researcher for
flexible method. In this research for conducting the study, the researcher will use the
inductive approach that present the subjective understanding for the particular research

Research proposal 10
concern which is linked to the positive influence of digital banking on customer satisfaction
within commercial bank of Rokel, situated in Sierra Leone.
Research design
The research design in investigation methodology is referred to as the framework of methods
as well as methods that are selected by investigator with the motive to align the dissimilar
sort of components of the research in the reasonably logical manner with the motive to
effectively acknowledge the research concern (Kumar, 2010). The research design benefits
the research to from an effective planning process composed as this helps to conduct the
appropriate research. The major two methods that can be used by the research involves is
quantitative and qualitative method that can be considered by study for getting details. In
addition, it has been found that quantitative research majorly relies on the data of numerical
data with the help of the statistical tools as well as techniques (Mitchell and Jolley, 2012). On
other hand, method of qualitiative research provide the way to the research in order to form
the new perception as well as ideas linked to the positive as well as negative impact of digital
banking on the satisfaction of customers.
The researcher will apply quantitative research as research topic is in subjective nature. It will
remain supportive in order to form the true image towards the concern of research and to
gather the relevant information aligned with the topic. In addition, this method offers the
support in identifying the behaviour of human towards with the factor that can influence the
behaviour (Eriksson and Kovalainen, 2015). The objective aligned with the research can get
fulfilled with the help of effective tool and techniques that is understood by the researcher
due to which they use the qualitative method of research.

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Research Strategy
The research strategy is adopted by researcher for carrying out research that can help them to
encounter aim of research. The investigator finds wide range of the research strategy for their
research that includes literature review, questionnaire, experiment, case study and many
others. In this research, researcher will practice literature review as the research strategy in
which they gather the details related to the different opinions of the authors that are presented
by them in different sources which include books, journal articles, website and many others
(Mackey and Gass, 2015). The information related to the digital banking with their influence
on commercial bank is majorly gathered from the journals as well as the website of the
company which makes the information more specific.
In addition to this, the research will select the diverse type of research for conducting the
research. This research types includes exploratory, descriptive, and causal research design
that can be used by the research as per their research concern (Myers, 2013). Considering this
research, the researcher will use the descriptive research that will support for gathering the
reliable information about the digital banking impact on consumer satisfaction. This type is
further supported with the help of literature review that include the different views for the
studies.
Data Collection Methods
The data collection is linked to gather data from wide sources of information that can actually
contribute in achieving the aim of research. The entire study of research is either grounded on
secondary method or on the primary method (Gill, Stewart, and Chadwick, 2008).
Primary method of data collection is majorly referred for gathering the information with the
help of the first-hand data as well as the fresh information. It involves the wide range of
diverse sources which involves the questionnaire, survey data, observation as well as