Abstract: Customer satisfaction in e-banking in Kenya has been on the decline despite scholarly research contributions. In 2015 customer satisfaction in e-banking was approximately at 64%. Unfortunately, in 2017 satisfaction in e-banking dropped to 50% while in 2020 satisfaction in e-banking was a meagre 33%. The study aimed at establishing the effect of brand awareness on customer satisfaction of e-banking account holders of commercial banks in Nairobi City, Kenya. The measured brand awareness dimensions were: the ease of recall of bank brand, remembering the bank brand first while making transactions, familiarity with the bank brand and the ability to quickly recognise the bank brand. The study context was Nairobi County which has 564 bank brand branches, allowing access to variety of customer demographics and all bank tiers. A sample of 400 respondents was selected. Primary data was used and collected using questionnaires disseminated using google forms with questions on a 5- and 10-point Likert scale. The results showed that most of the respondents had familiarity with their bank brands, could easily recall their bank brands and that they also quickly recognised their bank brands. However, only the ability to easily recall the bank brand and familiarity with the bank brand were found to be significant to customer satisfaction.
Keywords: Brand Awareness, Brand Equity, Customer Satisfaction, E-banking.
Title: Brand Awareness and Customer Satisfaction of E-banking Customers in Commercial Banks in Nairobi County, Kenya
Author: Kellen Gaitung’u, Dr. Reuben Kinyuru Njuguna, Dr. John Nguma Mutinda
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 13, Issue 1, April 2025 - September 2025
Page No: 413-429
Research Publish Journals
Website: www.researchpublish.com
Published Date: 11-August-2025
