Customer Awareness Toward E-Banking: A Comparative Study of Public, Private, and Foreign Banks in Afghanistan

Abstract

This study aims to examine customer awareness regarding electronic banking services across public, private, and foreign banks in Afghanistan. Using a quantitative approach, data were compiled from 352 respondents through a structured questionnaire and analyzed utilizing descriptive statistics, one-way ANOVA, and multiple regression analysis.The findings show significant differences among banking sectors in awareness of mobile banking, ATM cards, debit and credit cards, online fund transfers, SWIFT services, Western Union services, banking applications, e-banking regulations, and banking websites (p < 0.05). However, no significant differences were found regarding general awareness of banks and e-banking, online loan requests, electronic purchases, and account statement checking (p > 0.05). The study also identifies insufficient knowledge, limited internet access, security concerns, and inadequate technological facilities as major barriers to e-banking adoption. Regression results show that, the model explains 25.2% of the variation in customer awareness (R² = 0.252; F = 3.901, p = 0.003). Income was the only demographic factor significantly associated with customer awareness (β = 0.379, p < 0.001), whereas gender, marital status, education, and occupation had no significant effects. The study suggests that strengthening customer awareness programs, improving digital infrastructure, and addressing security concerns may enhance the adoption and effective use of e-banking services in Afghanistan.