Factors Influencing Clients’ Satisfaction of Agent Banking: An Empirical Exploration

Abstract

Purpose: The prime intention of this study is to explore client satisfaction with branchless agent banking services during the COVID-19 Pandemic. The roles of service quality, security, transaction cost, trust, and convenience have been explored to assess the client satisfaction of agent banking in Bangladesh. Theoretical framework: The research model used in this study is based on the theory of Oliver (1980). In the model, dependent variable (client satisfaction) is measured through the service quality, security, transaction cost, trust, and convenience. Oliver (1980) claims that the customer satisfaction model explains why feelings of satisfaction occur when customers assess how well actual products or services perform in comparison to their expectations. Design/Methodology/Approach: The self-administered questionnaire was deployed for primary data collection purposes. A partial least square-structural equation model (PLS-SEM) analysis was performed on the 286 useable questionnaires that were returned from a total of 300 questionnaires in order to validate the model and assess the validity of the hypothesis. Findings: The study's conclusions showed that factors including service quality, security, trust, and convenience have a big impact on how satisfied customers are. Transaction costs don't, however, significantly affect how satisfied customers are. Research, Practical & Social implications: This study's findings will close the existing empirical gap by educating academics about the relationship between consumer happiness, service quality, security, transaction cost, trust, and convenience in the agent banking sector. Furthermore, it aids in their comprehension of theoretical and practical issues. Certainly, this research will serve as the basis for future research in Bangladesh in this field. The results of this investigation will have a wide range of significant ramifications for the sector. Originality/Value: Agent banking is not a novel concept in Bangladesh, but to the best of our knowledge, there is no literature available that uses PLS-SEM to assess rural consumers' satisfaction. This essay is a wise attempt to close that gap. The research offers some useful practical implications for agent banks to identify appropriate ways to satisfy their consumers, despite some constraints.