Abstract
The aim of this study is to capture the impact of different dimensions of services of mobile banking on customer satisfaction for the mobile banking users for rural areas of Bangladesh during the COVID-19 pandemic times. The study also finds out the affiliation between the customer satisfaction and loyalty of different types of mobile banking users during the pandemic times. The researchers designed a self-complete questionnaire that was used for data collection and received 180 questionnaires out of 250 questionnaires. This research conducted on the rural people in Bangladesh who are availing the service of mobile banking during the pandemic situation and for this reason, the results may not applicable to other times as well as other areas. The finding of the study indicated that reliability, responsiveness and efficiency dimensions of mobile banking service have significant influence on customer satisfaction during the COVID-19 lockdown times.
Highlights
The main aim of the current study is to examine the impact of service quality dimension on the customer satisfaction and customer loyalty for mobile banking users of rural area in Bangladesh during the pandemic situation
A lot of studies have already done for determining the customer satisfaction and customer loyalty of service industry and they found that service quality influence on customer satisfaction and loyalty positively
The current study has done in the context of mobile banking service sectors on the rural people in Bangladesh during the COVID situations
Summary
The study analyzes the impact of the customer satisfaction and customer loyalty of mobile banking service of the rural area in Bangladesh during the pandemic times. For sustaining in the competitive environment, service quality acts as key success factor (Palmer, 2001). For this reason, different types of service dimensions are required to sustain the financial stability during the COVID-19 situations
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