Customers' Attitudes and Perceived Constraints to E-Banking Services: A Survey Study in Albania

The relevance of the study is determined by the need to identify the level of satisfaction of customers of banks in Albania and the perceived limitations that hinder the development of electronic services. The purpose of the work is the analysis of clients' perception of electronic banking services, the problems of ensuring client satisfaction and the development of proposals for its improvement. The methodological approach hinges on several key components: studying statistical data concerning banking services, conducting two-way analyses to explore variable interactions, conducting surveys to gather user insights, utilizing graphical methods to visualize the results, and employing generalization techniques to summarize research outcomes. The analysis of the development of the banking system of Albania, which showed a significant expansion of electronic services for customers, a substantial increase in the share of electronic transfers in their total number during 2010-2022. A survey of bank customers showed that the availability and flexibility of e-banking services are the most important attributes of their quality; however, there is an impact of perceived limitations on the increase in the number of e-banking users and the need to improve customer service has been proven. Despite the ease and speed of transactions, lower costs and time savings, customers do not rate e-banking as a high-quality service and demonstrate insufficient knowledge about these services. There is a need to improve communication with clients and to reduce costs or provide basic electronic banking services for free. The results and conclusions have practical significance in the development of financial and credit policy by the Government of Albania in the projection of the use of electronic technologies, for bank managers in the planning and marketing of banking services.