FACTORS AFFECTING CUSTOMER ATTITUDE TOWARDS ELECTRONIC BANKING SERVICE: IN CASE OF COMMERCIAL BANK OF ETHIOPIA

Abstract

The main purpose of this study is to investigate factors affecting customer attitude towards electronic banking service in CBE branches under Sawla town. This study was conducted on selected customers of Commercial Bank of Ethiopia under Sawla town branches in connection to this, structured questionnaire have been distributed to 400 selected samples and analysis was made based on the data collected from those respondents. Analysis and interpretation of the data was conducted by using descriptive and inferential statistical tools with the help of SPSS. According to the correlation and regression output the perceived ease of use, perceived security, perceived facilities & technology, years banked with CBE and educational status were positively and significantly related with customer attitude towards electronic banking service. However, perceived price was negatively related with customer attitude towards electronic banking service. All of these independent variables make 74.10% of the contributions for customer attitude towards electronic banking service in commercial bank of Ethiopia branches under Sawla town. Further, from demographic backgrounds experience and educational level have most significant effect on attitude toward electronic banking. The commercial bank of Ethiopia is recommended to emphasis on perceived security, perceived ease of use, perceived price age of the customers, education level of customers, and various experiences of customers as major influencers of attitude toward electronic banking.