Abstract

<p><em>This paper sought to analyse the influence of mass communication on customers’ satisfaction regarding e-banking services, for two selected commercial banks in Sylhet city, Bangladesh. One of them is Private Commercial Bank and another one is Government Commercial Bank. A cross sectional survey was used for this research to reach the objectives and hypothesis of the study. Mass media communication is the learning of how individuals exchange information through mass media to large segments of the population at the same time. It is usually assumed to relate newspaper, periodical magazine, and book publishing, as well as radio, television and film, even via internet as these mediums are used for circulating information, news and advertising. Mass media communication is used here as an independent variable and customer satisfaction is considered as dependent variable. Total 250 questionnaires were circulated, out of which 200 were considerable for the study. Respondents are customer from aforesaid banks across Sylhet city of Bangladesh. Binary logistic regression analysis was used to estimate a model for predicting the influence of mass media communication of customer satisfaction in context of e-banking usage in Sylhet city, Bangladesh through SPSS version 22. This paper exemplify that government should ensure the availability media (i.e. Newspaper, Internet, TV, Radio) around the country to aware about development of government’s vision. </em></p>

Highlights

  • People are demanding to have their services promptly with accuracy

  • Mass media communication is the learning of how individuals exchange information through mass media to large segments of the population at the same time

  • Binary logistic regression analysis was used to estimate a model for predicting the influence of mass media communication of customer satisfaction in context of e-banking usage in Sylhet city, Bangladesh through SPSS version 22

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Summary

Introduction

People are demanding to have their services promptly with accuracy. Contemporary technology has changed the service method of different service oriented organizations. Vol 1, No 1, 2018 concept for Bangladeshi people especially outside of the capital city. These services are trying to satisfy customers of different banks. It is essential to inform customers through mass media. It helps to change customer’s choice as they expect from different service providers. Media can help to change customers’ satisfaction. They can influence customer to enjoy a better service financial institutions and social life. It may help to change our Gross National Happiness This new concept has already been applied in Bhutan

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