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ABSTRACT
This research study was carried out to ascertain the Effect of Unstructured Supplementary Service Data applications (USSD) on bank customer satisfactionin Nigeria, using Guaranty Trust Bank (GTB), Benin City as a case study. The population of the study was derived from the following branches: Sapele Road, Akpakpava, Ekehuan and Uniben in Benin-City. The sampled population consisted of 300 customers. The analysis was carried out using the correlation and multiple regression techniques via the Statistical Package for Social Sciences (SPSS) 24.0. The findings of the study showed that there existed a positive and significant relationship between USSD applications and customer satisfaction. As the study was conducted in Benin City GT Bank branches, the study also arrived at the findings that Benin City GT Banks customers perceived and agreed on the impact of USSD applications on customer satisfaction. The study therefore recommended that future scholars should assess the factors that enhance effective implementation of mobile technology in different industries to enhance customer satisfaction. In addition; the study recommended that the user interface of customers’ mobile banking application should be properly designed in order to enhance customer satisfaction.
