Title

THE EFFECT OF DEMOGRAPHIC VARIABLES ON CUSTOMERS SATISFACTION IN THE SERVICE QUALITY OF MOBILE BANKING

Author(s)

Dionson, Keith

Lupos, Mark Lester M.

Duterte, Florence Dale

Polinar, Cherrie M.

Tabanao, Joyrel S.

Baring, Emeirose J.

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Carpio, Renzitelo Alf P. – Adviser

Ilusorio, Gilda L. – Panel

Laput, Joseph Glenn J. – Panel

Carpio, Renzitelo Alf P. – Instructor

Year

2023

Abstract

Customers' increased use of mobile technology, their growing lifestyle alternatives, and a range of economic variables have all contributed to the rise in popularity of mobile banking over the years, This study examined the effect of demographic variables on customer satisfaction with mobile banking service quality. It was conducted in Ozamiz City during the 2021-2022 academic year. The descriptive-correlational research design was used in this study. The study's respondents were 200 mobile banking, customers recruited using the snowball sampling approach. The researchers employed modified and adapted research questionnaires to collect data. Frequency distribution, Mean and Standard Deviation, Pearson Product- Moment Correlation Coefficient, and Regression Analysis were the statistical tools used. The quantitative study results revealed that the level of service quality was very high. In addition, the level of customer satisfaction with the service quality of mobile banking was very high. The findings also revealed that with all the constructs of demographic variables, only age showed a significant relationship with customer satisfaction. On the other hand, the result depicted that service quality dimensions and customer satisfaction have a highly significant relationship with each other. Furthermore, age is the only factor that has a significant effect on customer satisfaction. Finally, demographic factors and service quality parameters have a significant effect on customer satisfaction. These findings emphasize the significance of bank management and policymakers implementing quality policies and value-centered efforts to promote customer satisfaction. Despite the study's limitations, the findings provide a foundation for future research in this area.

Keywords

mobile banking, service quality, customer satisfaction.