EXPLORING MILLENNIALS’ PERCEPTION OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN ONLINE BANKING IN GHANA: A MIXED-METHOD ANALYSIS

Abstract

This study investigates millennials’ perceptions of service quality and customer satisfaction in online banking in Ghana, with specific emphasis on empathy, reliability, assurance, responsiveness, and tangibility. As online banking adoption accelerates among younger generations, understanding millennial expectations is crucial for financial institutions seeking to strengthen customer loyalty and digital engagement. Employing a mixed-method SERVQUAL analysis, the research integrates both quantitative and qualitative approaches to assess how Ghanaian millennials evaluate their experiences with online banking platforms. Findings indicate that millennials highly prioritize reliable transaction systems, responsive customer support, and user-friendly digital interfaces. Results further reveal a strong positive relationship between perceived service quality and overall customer satisfaction, underscoring the importance of empathy and timely responsiveness in shaping customer trust and retention. These insights provide valuable guidance for banks in Ghana to refine digital service strategies and enhance customer experience in an increasingly competitive financial sector.