Abstract

The study titled Enhancing Customer Satisfaction through Online Financial Services in
Rwanda utilized a questionnaire survey to collect data from a target population of 72,000
Sigma Credit and Savings Bank members. The sample size of 99 was determined using
Slovene’s formula. Data were acquired through self-administered questionnaires and
presented via tables and pie charts. The questionnaire design ensured accurate
measurement, consistency, and reliability of the gathered information. Regarding the first
research objective focusing on the benefits of online banking at Zigama Credit and Savings
Bank, out of 93 respondents, the study discovered that various factors contributed to the
appeal of online banking. Specifically, 10.4% preferred the accessibility and abundance of
smartphone applications, 7.3% valued money management control, 6% appreciated the
convenience and time-saving aspect, 12.5% checked their account balance, 6.2% utilized fund
transfers, bill payments, and ATM locating services, and 13.5% managed investments through
online platforms. Additionally, respondents highlighted aspects such as a speedy loan
process, simplified documentation, low processing fees, competitive interest rates, minimal
repayment charges, transparent feedback, easy disbursement, and access to insurance
facilities as crucial for their satisfaction. The study indicated a direct correlation between
the increase in online services (by 75%) and a parallel increase (75.0%) in customer
satisfaction. Regression analysis established an equation: Customer Satisfaction = 0.656 +
1.134. Online Banking, suggesting that a unit increase in online banking services
corresponded to a 1.134 increase in customer satisfaction within ZIGAMA CSS.
Keywords: Online financial services, Customer satisfaction, Zigama Credit and Savings Bank,
Internet banking, Transparency feedback