FACTORS AFFECTING CONSUMER BEHAVIOUR IN MOBILE FINANCIAL SERVICES IN BANGLADESH

(corresponding author) Afnaan Ahmed, S.M. Raihan Uddin and S.M. Rifat Hassan
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(corresponding author) Afnaan Ahmed: North South University
S.M. Raihan Uddin: North South University
S.M. Rifat Hassan: North South University

Asia-Pacific Sustainable Development Journal, 2022, vol. 29, issue 1, 143-167

Abstract: The aim of the present paper is to identify the determinants of consumer behaviour of mobile financial services (MFS) in Bangladesh. Data used in the study were collected through an online survey. A total of 1,460 users of MFS in Bangladesh participated in the survey during 2021. The findings of the study show that perceived usefulness has the strongest impact on customer satisfaction, followed by perceived safety and perceived ease of use. Customer satisfaction, however, has the strongest impact on both continuance intention and recommendation intention, followed by perceived usefulness and personal innovativeness. The findings have important policy implications for financial inclusion.

Keywords: mobile financial services; customer satisfaction; fintech; entrepreneurial firm; consumer behaviour (search for similar items in EconPapers)
JEL-codes: D91 G21 O16 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:unt:japsdj:v:29:y:2022:i:1:p:143-167

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