Factors effecting customer satisfaction of mobile banking in Bangladesh: a study on young users' perspective

Abstract

PurposeIn Bangladesh, the banking companies have huge opportunity to capture market share by properly understanding the critical aspect of customer satisfaction. This paper mainly focuses on young generation as target group to find out their differential perception. This study aims to identify most influencing factors and determine their influencing power on young customer's satisfaction and retention in mobile banking.Design/methodology/approachIt is a quantitative research with self-administered questionnaire as primary data collection instrument. Existing literature and published articles are reviewed as secondary data for hypothesis development. Out of 300 questionnaires, 279 usable questionnaires were returned and these collected data were analyzed by partial least square-structural equation model (PLS-SEM) with the use of Smart_PLS (V 327) to validate the model and test the hypothesis.FindingsThe findings of the research revealed that expense, responsiveness and relative advantage have significant influence while security and convenience have insignificant influence on satisfaction. But they are not directly related with loyalty although satisfaction and loyalty strongly related with each other.Originality/valueAlthough mobile banking is not a new issue in Bangladesh, the use of PLS_SEM to measure young user's satisfaction as the customer of mobile banking is not available in literature. So, this paper is an attempt to fill up this gap. In spite of having some limitation the research provides some practical implication for banks with better strategic insight to design mobile banking services to yield higher customer satisfaction.