Abstract: The banking sector has evolved with tremendous changes due to technological innovations that have increased its convenience as well as efficiency and ease of accessing services. In this study, researchers explore how technological innovations affect customer satisfaction in commercial banks with NMB Bank Plc. in Morogoro Municipality, Tanzania used as the subject of analysis. On the basis of the Expectancy-Disconfirmation Theory, my study adopted the cross-sectional study design coupled with the mixed-methods strategy wherein both quantitative data were gathered in a structured questionnaire among 375 customers and qualitative data were obtained through key informants, namely branch managers, agents, and IT users. The results reveal that ATMs, mobile banking and good institutional framework have positive effects on customer satisfaction in order to offer convenience, accessibility and good support. Conversely, computer technology and frequent enhancements to the system results in low satisfaction because of usability, and learning adoptions of a new system. The influence of the networks of guides on the customer satisfaction did not significantly differ among networks of guides. The results of the logistic regression analysis showed that, despite the contribution of technological innovations to the development of satisfaction, other variables are also significant (usability, guidance, human assistance). The study concludes that banks should maximize ATM machines and mobile banking facilities to be user friendly, have rigid institutional frameworks and standardize the operations of the agent networks. In addition, human interaction should be used alongside technological adoption, especially on complex transactions and service recovery, to build trust, satisfaction and loyalty. These insights offer practical guidance to commercial banks in developing countries that are striving to reconcile efficiency driven by technology with customer facing delivery.
Keywords: Technological Innovations, Customer Satisfaction, Commercial Banks, and Morogoro Municipality.
Title: The Influence of Technological Innovations on Customer Satisfaction in Commercial Banks: A Case Study of NMB Bank Plc. Morogoro Municipality
Author: Osbert A. Mwasubila, Dr. Mkubya Raphael Wambura
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 13, Issue 1, April 2025 - September 2025
Page No: 476-486
Research Publish Journals
Website: www.researchpublish.com
Published Date: 01-September-2025
