Customer Satisfaction Factors Among Atlanta Online Banking Customers

Internet technology disrupted the traditional banking environment by sending banking customers online. Guided by the disruptive innovation theory, this phenomenological study examined the lived experiences of Atlanta area residents who bank online as well as the customer satisfaction factors. The research sample consisted of 20 Atlanta residents using online banking technologies, and recruited using phonebook and face-to-face solicitation. Participants answered interview questions relating to how satisfied they were, what changes they want, and how secure they felt while transacting online. Data coding involved indexing, linking, and grouping by characteristics, yielding 3 main themes and 9 subthemes suggesting: (a) Customers should govern their personal information online. (b) Banks should shield online data from unauthorized capture. (c) Customers should not provide personal information over the telephone. Findings revealed (a) website security, (b) download speed, and (c) protection of personal information as customer satisfaction factors. Participants desired that governments only pass laws to regulate technology use in banking but desist from accessing customer personal information. A majority of participants shared a desire that banks intensify customer training and awareness. These findings suggest that customers in a community will change their banking behaviors when banking leaders improve service features in line with participant recommendations. Banking customers may apply the findings of this study through using the online features and learning the applicability to their individual banking needs. Banking leaders may implement change through providing more training to their customers and guaranteeing security of customer personal information.