Investigating Factors Influencing Consumers’ Satisfaction Towards Bkash

Abstract

This research work entitled “Investigating Factors Influencing Consumers’ Satisfaction Towards Bkash” explores the important factors that impacts on the consumer satisfaction of Bkash which is the prominent MFS solution provider of Bangladesh. More and more consumers are accessing various financial services through their mobile phones hence making consumer satisfaction a key issue in improving on service delivery and facilitating growth of the mobile financial services in the industry. The extent to which convenience, accessibility, security and reliability affect the consumers perception of Bkash is what the study is interested in. Using both primary data derived from a survey of Bkash customers and secondary data from literature and reports on Bkash, this paper gives an understanding of the level of customer experience and satisfaction. It also defines areas which could help Bkash to enhance their services to exceed the expectations of the target markets. Major discoveries reveal that customers highly appreciate Bkash services because these enable them to transact basic financial businesses where physical banks are not necessary. Still it is borne out that hindrances such as sometimes transactions go off course, lack of understanding of some of the services and security have been deemed to be gaps that need to closed. At the end of the report various strategies that could be effective in increasing customer satisfaction are proposed including customer service, security, and services. In this regard, Bkash has a great opportunity to solidify its positions on the mobile finance market, enhance a consumer satisfaction, and contribute to the enhancement of the country’s financial inclusiveness.