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Abstract

This study explores user perceptions of digital banking in the Sunyani Municipal District, Ghana, focusing on affordability, accessibility, adaptability, and satisfaction. Using a descriptive survey design, data were collected from 150 respondents through structured questionnaires. The demographic analysis revealed that 58% of respondents were female, while 42% were male, with the majority (41%) aged 26–35 years. Descriptive statistics indicated that affordability scored positively, with a mean of 3.72 (SD = 1.04), highlighting reduced transaction costs and convenience. Accessibility received a strong agreement, particularly in terms of ease of communication with banks (M = 3.77, SD = 1.01). However, adaptability showed mixed results; while branch convenience scored high (M = 3.63, SD = 1.11), ATM convenience was rated lower (M = 3.15, SD = 1.23). Customer satisfaction was strongly associated with trust and service quality (M = 3.64, SD = 1.05). Regression analysis showed that affordability and accessibility were significant predictors of satisfaction (p < 0.05), explaining 68% of the variance in user satisfaction. The study concludes that while digital banking is perceived as affordable and accessible, improvements in adaptability and exclusive loyalty features are necessary to enhance customer satisfaction. Recommendations include expanding digital literacy programs, improving ATM convenience, and implementing transparent pricing structures. These findings provide actionable insights for financial institutions and contribute to the discourse on financial inclusion in developing economies.

Keywords

Digital banking affordability accessibility adaptability customer satisfaction

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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