The Impact of Electronic Banking Service Quality on the Market Share of Commercial Banks in the Capital Municipality of Sana'a

Abstract

This study aimed to identify the impact of electronic banking service quality on the market share of commercial banks in the Capital Municipality of Sana'a, Republic of Yemen. The study adopted a descriptive-analytical approach. The study population consisted of employees holding positions such as (general managers, department managers, heads of sections, and staff) working in eight commercial banks in the Capital Municipality of Sana'a, totaling (2,800) employees. A proportional stratified random sample of (338) individuals was selected, and data were collected using a questionnaire. After processing the data with SPSS version 28, the study findings revealed a statistically significant positive impact of the overall quality of e-banking services on the market share of the banks of the study, with varying impacts among dimensions. The impact of dimensions varied, with (responsiveness) being the most influential dimension, followed by (security), then (reliability and empathy), while (website design) had the least impact on the market share of the studied banks. The results also showed that market share was achieved at a high rate across all its dimensions, and electronic banking service quality was also available at a high rate across all its dimensions. Based on these findings, the study recommends enhancing the marketing and analytical efforts of commercial banks to regularly and accurately measure and track developments in their market share to support its growth, while continuing to invest in the digital infrastructure of e-banking services to ensure the delivery of high-quality e-banking services that meet customer expectations and enhance opportunities to increase market share.