Abstract

• This study aims to explore factors influencing consumer satisfaction on digital banking in Myanmar. The objective of this study is to examine the effect of factors influencing consumer satisfaction on digital banking in Myanmar. Descriptive method was used in this study. The primary data are collected from 150 active and potential digital banking users in Myanmar by using convenience sampling method. According to the Pearson's Correlation Analysis, there is a positive and significant relation between perceived usefulness, perceived ease of use, attitude towards use, and consumer satisfaction. The findings revealed that perceived usefulness and attitude toward use have a significant positive impact on customers' satisfaction. The result of this study finds that attitude towards use is the most influencing factor for consumer satisfaction of digital banking followed by perceived usefulness. Banks should prioritize improving customer attitudes towards use of digital banking services, followed by enhancing perceived usefulness and perceived ease of use. The results of this study can be useful for banks in Myanmar in improving their digital banking services to enhance customers' satisfaction. Banks should also consider promoting the perceived ease of use of their digital banking services to further increase customer satisfaction. Therefore, it is concluded that mobile financial service providers should focus on creating awareness and usefulness of digital banking services more and pay attention to better performance to exceed customers’ satisfaction.