Measuring the Satisfaction Levels of Mobile Financial Services Users in Bangladesh: An Empirical Study

Md Abdul Hai and Mohammad Masudur Rahman
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Md Abdul Hai: Department of Marketing, Dhaka City College, Dhaka, Bangladesh
Mohammad Masudur Rahman: Department of Marketing, Dhaka City College, Dhaka, Bangladesh

International Journal of Online Marketing (IJOM), 2016, vol. 6, issue 1, 24-33

Abstract: Bangladesh enjoys fast growing mobile financial services (MFS) outlook that covers only 15% of the total population which indicates an ample opportunity yet to be tapped. This study aims to examine the satisfaction levels of mobile financial services users under different dimensions using SERVQUAL instrument. A self-administered questionnaire was used to survey in Dhaka with a sample of 201 respondents of various strata and data were analyzed by using descriptive statistics and ANOVA. The findings reveal that the overall satisfaction level of the users is somewhat satisfactory. The results also show that there are significant differences in satisfaction levels among the MFS user groups in terms of service providers' commitment, speed and sincerity and these differences are insignificant in terms of service users' income and convenience. The study suggests that the services need to be more customized and developed to improve the levels of satisfaction of the users.

Date: 2016
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