Internship Report on

Customer Satisfaction Level of bKash as a Mobile Financial

Service: A Study on the Students of University of Dhaka

Submitted to
Department of International Business
Faculty of Business Studies
University of Dhaka

Supervised by
Saiful Islam
Assistant Professor
Department of International Business
Faculty of Business Studies
University of Dhaka

Submitted by
Shekh Baha Uddin Faysal
Roll-37
MBA 10th Batch
Department of International Business
Faculty of Business Studies
University of Dhaka

Date of Submission: October 09, 2018

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 Letter of Transmittal

October 09, 2018

To
The Chairman
MBA Examination Committee
Department of International Business
University of Dhaka

Subject: Submission of Internship Report

Dear Sir,
It is my sincere pleasure to submit my Internship report on “Customer Satisfaction Level of
bKash as a Mobile Financial Service: A Study on the Students of University of Dhaka”. This
Internship report has been prepared as per the requirement of my MBA program. In this
report it has been attempted to evidentially determine the relationship between reliability,
responsiveness, assurance, empathy and tangibility with the customer satisfaction level of
bKash among the student of University of Dhaka.

I express my gratefulness to you for providing me with this opportunity as it has helped me
apply and demonstrate my knowledge that I have acquired during my MBA program and I
hope that you will approve my submission cordially. I will be honored to provide you any
additional information, if necessary.

Sincerely yours,

…………………………..
Shekh Baha Uddin Faysal
Roll-37
MBA 10th Batch
Department of International Business
University of Dhaka

ii
 Student’s Declaration

I, Shekh Baha Uddin Faysal do hereby declare that the internship report on “Customer
Satisfaction Level of bKash as a Mobile Financial Service: A Study on the Students of
University of Dhaka” has been prepared by me with guidance and supervision of my
supervisor. This report is solely carried out by my own efforts and no part of any report on
this topic by many scholars inside and outside the Bangladesh has been reproduced here.

I would also like to declare that I have presented here all my understanding of the report’s
objectives and my sole analyses and findings that do not contradict any copy right or
intellectual property right of anyone.

……………………………….
Signature of the student

Shekh Baha Uddin Faysal

Roll-37
MBA 10th Batch
Department of International Business
University of Dhaka

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 Supervisor’s Certification

This is to certify that the internship report on “Customer Satisfaction Level of bKash as a
Mobile Financial Service: A Study on the Students of University of Dhaka” has been
successfully completed by Shekh Baha Uddin Faysal as a partial fulfillment of the
requirement of Master of Business Administration (MBA) degree from the Department of
International Business, University of Dhaka.

This is also to certify that this report has been prepared under my complete supervision and
guidance and is a record of the authentic work carried out successfully.

……………………………….
Signature of the supervisor

Saiful Islam
Assistant Professor
Department of International Business
Faculty of Business Studies
University of Dhaka

iv
 Acknowledgement

The completion of this report has been possible because of recommendations and guidance of
some special persons. I would like to express my gratitude to my internship supervisor, Saiful
Islam, Assistant Professor, Department of International Business, University of Dhaka for his
guidance throughout the preparation of this report. I acknowledge his guidelines in choosing
the appropriate topic for the report and how to progress to complete the report and
recommendations for possible solution to problems faced by me. His comments and guidance
have made it possible for me to sincerely complete and submit the report on due time.

Furthermore, I would also like to acknowledge with much appreciation the crucial role of the
respondents who gave the time to collect all required data and the necessary responses to
complete the task survey questionnaire.

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 Table of Contents

List of Tables ......................................................................................................................... viii

Abbreviation ............................................................................................................................. ix
Abstract ...................................................................................................................................... x
Chapter 1: Introduction .............................................................................................................. 1
1.1 Background of the Study ................................................................................................. 2
1.2 Scope of the Study ........................................................................................................... 3
1.3 Significance of the Study ................................................................................................. 4
1.4 Problem Statement ........................................................................................................... 4
1.5 Research Aim and Objective ........................................................................................... 5
1.6 Organization of the Study ................................................................................................ 5
Chapter 2: Literature Review ..................................................................................................... 6
2.1 Mobile Banking ............................................................................................................... 7
2.2 Customer Satisfaction in Mobile Banking ....................................................................... 9
2.3 Quality and Customer Satisfaction ................................................................................ 11
2.4 Research Gap ................................................................................................................. 12
Chapter 3: Methodology .......................................................................................................... 13
3.1: Introduction ................................................................................................................... 14
3.2 Research Approach ........................................................................................................ 15
3.3 Population and Sample .................................................................................................. 15
3.4 Data Collection Process ................................................................................................. 17
3.5 Data Analysis Technique ............................................................................................... 17
3.6 Conclusion ..................................................................................................................... 18
Chapter 4: Data Analysis ......................................................................................................... 19
4.1 Customer’s Demographic Profile .................................................................................. 20
4.1.1: Frequency Table .................................................................................................... 20
4.1.2: Observation ............................................................................................................ 21
4.2: Factors Affecting the Customer Satisfaction ................................................................ 21
4.3: Data Reliability Analysis .............................................................................................. 22
4.4: Regression Model ......................................................................................................... 22
4.5: Hypothesis Testing ....................................................................................................... 23
4.6: Regression Analysis ...................................................................................................... 26

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 4.8: Findings ........................................................................................................................ 29
Chapter 5: Conclusion.............................................................................................................. 31
5.1 Introduction .................................................................................................................... 32
5.2 Discussion on Findings .................................................................................................. 32
5.3 Recommendations .......................................................................................................... 32
5.4 Limitation of the Study .................................................................................................. 34
5.5 Scope for Further Research ............................................................................................ 34
References ................................................................................................................................ 35
Annex ....................................................................................................................................... 38

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 List of Tables
Table 1: Gender of the Respondent ......................................................................................... 20
Table 2: Age of the Respondent............................................................................................... 20
Table 3: Education Level of the Respondent ........................................................................... 20
Table 4: Respondents Connection with bKash ........................................................................ 21
Table 5: Factors of Customer Satisfaction ............................................................................... 22
Table 6: Reliability Statistics ................................................................................................... 22
Table 7: Reliability Correlation ............................................................................................... 23
Table 8: Responsiveness Correlation ....................................................................................... 24
Table 9: Assurance Correlation ............................................................................................... 24
Table 10: Empathy Correlation ................................................................................................ 25
Table 11: Tangibility Correlation ............................................................................................ 26
Table 12: Model Summary ...................................................................................................... 26
Table 13: ANOVA ................................................................................................................... 27
Table 14: Coefficients .............................................................................................................. 27
Table 15: Residuals Statistics .................................................................................................. 27
Table 16: Model Summary ...................................................................................................... 28

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 Abbreviation

ASS= Assurance
BB= Bangladesh Bank
CS= Customer Satisfaction
EMP= Empathy
M-Banking= Mobile Banking
M-Commerce= Mobile Commerce
MFS= Mobile Financial Service
N= Number of items
REL= Reliability
RES= Responsiveness
TAN= Tangibles

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 Abstract

This study has been conducted to investigate how the SERVQUAL dimensions influence
customer satisfaction of the students of University of Dhaka on bKash as a mobile financial
service. The researchers have used customer satisfaction as the dependent variable, while five
dimensions of service quality model (namely- tangibles, reliability, responsiveness, assurance
and empathy) are taken as independent variables. A questionnaire had been developed and
distributed among 130 customers from University of Dhaka, but among them 100 students
made their responses to this survey. The respondents were selected both from residential and
non-residential students by using simple random sampling who has an active bKash account.
Results were subsequently analyzed by using descriptive statistics, Pearson correlation and
Durbin-Watson multiple regressions. Results showed that the three variables reliability,
responsiveness, and assurance have significant positive relationship with customer
satisfaction. However, the empathy and tangibility factor have limited significant relationship
with customer satisfaction. The results imply that firms should focus upon reliability,
responsiveness, assurances, empathy and tangible variable as these are the key indicators of
customer satisfaction of mobile banking services. The report also made some
recommendations regarding its policies and procedures. bKash must try to improve the
server, educate the customers about their security system for payment system, and reduce its
service fees. In the survey analysis, through the use of SPSS software it has found that the
customers were satisfied with the reliability, responsiveness, assurance.

x
Chapter 1: Introduction

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1.1 Background of the Study

More than 70% of the population of Bangladesh lives in rural areas where access to formal
financial services is difficult. Yet these are the people who are in most need of such services,
either for receiving funds from loved ones in distant locations, or to access financial tools to
improve their economic condition. Less than 15% of Bangladeshis are connected to the
formal banking system whereas over 68% have mobile phones (bKash, 2018). These phones
are not merely devices for talking, but can be used for more useful and sophisticated
processing tasks. bKash was conceived primarily to utilize these mobile devices and the
omnipresent telecom networks to extend financial services in a secure manner to the under-
served remote population of Bangladesh.

Mobile Financial Services (MFS) is an approach to offering financial services that combines
banking withmobile wireless networks which enables users to execute banking transactions.
This means the ability to make deposits, withdraw, and to send or receive funds from a
mobile account. Often these services are enabled by the use of bank agents that allow mobile
account holders to transact at independent agent locations outside of bank branches (Nabi &
Talukder, 2012). Currently eighteen banks are providing mobile financial service to their
sixty lack registered clients through 8 lacs agent (BB, 2018). In the concept of financial
presence among the Bangladeshis by easing transfer of money through mobile phones have
been getting great attention and interest between the recipients in the last few years. The
people who do not have informal access to official banking or non-banking services are
receiving direct benefits through this method. This assists them to meet their direct financial
requirement at once. They are also serving to improve their socio-economic situation by
formation of small businesses.

bKash exists as mobile financial service provider in overall Bangladesh under the regulation
of Bangladesh Bank a subordinate of BRAC Bank Limited. bKash is a part of the major
mobile financial service providing in the world. The company ongoing to raise as a joint
venture among the BRAC Bank Limited and Bangladesh of Money in Gesticulation LLC,
according United States of America. In the bKash manipulators container deposit money
crazy about their mobile accounts and formerly access a range of services. bKash is quite rare
in specific for transferring and receiving money nationally as well as making payments. It

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also provides the facility of receiving remittance, merchant payment, send money buy airtime
top-up (bKash, 2018).

In this competitive market place every business competes with each other for acquiring
consumers. Businesses who have achieved success in these competitive environments are the
ones that make consumer satisfaction a vital part of their business strategy. Consumer
satisfaction is a significant term because it provides proper measurement of satisfaction so
that business owners and marketers can use to manage and flourish their businesses (Tse &
Wilton, 1988). Still some businesses are not considering consumer satisfaction as an
important element and that is why they are lagging behind in terms of success rate. bKash is
now serving 3 core consumers through 2 lac agents and covering 64 districts successfully.
Although the bKash is growing fast but at the same time market is becoming more
competitive. As a result bKash is trying to determine how to retain the satisfaction level of
the consumers as well increasing the customer base.

Students are one of the significant portions of total number of mobile financial service user.
Most of the students use bKash as a means of mobile financial service compare to other
mobile financial service provider company. Though several researches conducted on
customer satisfaction level of bKash no particular research was conducted on satisfaction
level of student of public University on mobile financial sevice. Students are one of the major
portions total customer base of bKash. So it is necessary to determine the consumer
satisfaction level of every company as consumers are the key to achieve success. As a student
of dept. of International Business of MBA program I want to analyze the satisfaction level of
student on bKash as a mobile financial service.

1.2 Scope of the Study

Study on customer satisfaction level of bKash as a mobile financial service has provide the
scope of understanding the following issues -
1. Measuring of customer satisfaction and what are the different models to understand
customer satisfaction model for service based company.
2. How mobile banking (bKash) impact on students life, how it makes their life more
easy and are the concerned security issues of bKash.

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 3. How customers (students) are responding to a relatively new industry. The
recommendations provided in this report will be beneficial to the company to perform
better and might be effective in understanding their (bKash) customer much better.
4. The study enables to learn about the importance and the usage of a new mode of
payment in Bangladesh as a whole, which will greatly assist a business graduate.
5. Anyone, who is interested in this arena, should find this study interesting and
something to learn from it.

1.3 Significance of the Study

Due to the rapid penetration of Mobile phone users, Mobile Financial Service (MFS) has
been very successful within a short span of time for facilitating easy money transfer service
across the country. Through MFS, unbanked communities are able to avail financial services
that are provided efficiently at an affordable cost. For customers in developing nations like
Bangladesh, mobile banking container is a beneficial service existing by financial
institutions. They already have admission to ATMs and Internet banking. So Therefore,
issues such as luxury of use may become significant criteria when they reflect using mobile
banking. Mobile -Commerce is a new innovation in the electronic market.

Thus, many firms have been very skeptical of m-Commerce and many industries have not
examined its potential. As a result, there is not much research regarding it’s' impacts. There
has been some research, however, on general aspects of m-Commerce, such as m-Commerce
technology and applications (Mueller & Veerse, 1999). Other researches have focused on the
issues and challenges of m-Commerce, including a series of propositions for marketing
(Kannan et al., 2001). This study showed how bKash impact on student life, how it makes
their life easier, what is the cost of mobile banking, security issues, and what are the factors
made them dissatisfied.

1.4 Problem Statement

The problem statement of this study is to determine the consumer satisfaction level of bKash
as a mobile financial service provider (MFS) which is based on the study on students of
Dhaka University. In this project it is tried to analysis the consumer satisfaction level through
survey method by using SERVQUAL model, articles, journals, interview from students.

4
Based on the study findings of analysis are added on this report. Depending on which some
areas of improvement are shown which can help to increase consumer satisfaction level of
BKash in future.

1.5 Research Aim and Objective

For conducting the research on, “Customer Satisfaction Level of bKash as a Mobile Financial
Service; a Study on the Students of University of Dhaka” the following objectives are tried to
achieve;
1. Measuring customer satisfaction level of bKash as a mobile financial service from the
view of students of University of Dhaka
2. Determining how service quality of bKash lead to customer satisfaction and
dissatisfaction.
3. Determining the relation between customer satisfaction and different factors of
service quality like, reliability, responsiveness, assurance, empathy and tangibles.
4. Identifying some areas of improvement on customer service level of bKash based on
findings.

1.6 Organization of the Study

This report is divided in five chapters namely: introduction, literature review, methodology,
data analysis & findings, and conclusion. Introduction contains background of the study,
scope of the study, significance of the study, problem statement, research aim and objective
and organization of the Study. In the second chapter namely literature review explained the
concepts of mobile financial service, mobile Banking, customer satisfaction in mobile
banking, quality and Customer Satisfaction. Then it elaborated the research gap from
previous reports. Methodology chapter determined the research approach, population and
sample, data collection process. Data Analysis & Findings contains the overall frequency
chat, regression model, hypothesis testing, and regression analysis. Finally, it presents the
finding from those analyses. Recommendation & Conclusion provides some ideas to solve
problems which are arise from the finding & concluding with the explanation why this
research is important.

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Chapter 2: Literature Review

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2.1 Mobile Banking

Before the advent of Internet banking, banks had long invested in information technologies,
and the operation of banks was mostly accomplished electronically with successful
experience in development systems such as ATMs and phone banking (Yoo & Lee 2008).
The emergence of the Internet had a significant impact on the diffusion of electronic banking.
Electronic banking has changed the business of retail banks significantly in terms of cost
reduction and increased convenience for the customer. Mobile banking is a part of electronic
banking. Mobile banking is an innovative method for accessing banking services via a
channel whereby the customer interacts with a bank via a mobile device (e.g., mobile phone
or personal digital assistant). Mobile banking offers a great deal of promise in its ability to
provide anywhere–anytime banking. With mobile banking, customers and decision-makers
can access multiple banks, accounts, and financial services (Awad & Ragowsky, 2014).

However some studies, define m-Commerce 1n different ways. For example, Tarasewich et
al. (2002) defined m-Commerce as, all activities related to commercial transaction conducted
through communications networks that interface with wireless/mobile devices. Another study
defined m- Commerce as, the use of hand held wireless/mobile devices to communicate,
interact and transact via high- speed connection to the Internet (Sigala, 2001). From These
study simplified the definition of m-Commerce as, any activity, including both monetary and
non-monetary, conducted through any mobile device. According to Alliance for Financial
Inclusion (2012), the wider meaning of Mobile Financial Services (MFS) contains any
economic services that single can admission and execute using mobile phones’. There are six
pieces of such basic economic transactions – saving, payment, investment, transfers, credit
and security. This contains mobile money, banking and payments too.

Innovation of smartphone its functionality and better usages has certainly increased to
demand for mobile finance (m-banking) facilities and stimulated, microfinance institutes,
software house, banks and mobile phone operatives to proposal this ground-breaking facility
together with the new groups of goods and applications strategic to extend their customer
scope (including to unbanked populations), enhance operational competence, improve the
customer retaining, provide all new service chances and increase market share.’(Ashban &
Burney, 2001).

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Some factors which nourished the mobile banking and due to which the need of mobile
banking is felt are the economic development (globalization is leading to mobility), high
density of mobile devices, powerful devices, high data transfer, attitude of new generation
towards the use of mobile banking the need and wish for mobility is increased.

One reason that people adopt m-Commerce may be due to its unique characteristics. It has
two fundamental characteristics: mobility and reachability (Rolf & Aline, 2010). Mobility
capability of mobile devices provides users with a free of time and location. Reachability is
directly related to mobility. Mobile device users can be reached instantly. These two
characteristics can solve any geographic or time obstacles of a particular situation (Turel &
Serenko, 2006). Other characteristics and attributes include: ubiquity, user identity, location
awareness and interactivity, security and instant connectivity (Mwler & Veerse, 1999).
Kenny and Marshall Study in 2001 had claimed that ubiquity is the most obvious advantage
of m-Commerce because it can satisfy the need for real-time information and communication
anywhere, regardless of a user's location. Furthermore, size and portability (Stoica, 2003)
would be important reason for potential customers to adopt mobile devices. The desire to buy
mobile devices can be easily satisfied by these characteristics.

Mobile banking users are specially concern with security issues like financial frauds, account
misuse and user friendliness issue - difficulty in remembering the different codes for different
types of transaction, application software installation & updating due to lack of
standardization (Chandran, 2014). In his article also describe the following advantages of
mobile banking:

Instead of allocating time to walk into a bank, a user can check account balances, schedule
and receive payments, transfer money and organize his or her accounts when they are on the
go. The ability to access bank accounts, make payments, and even track investments
regardless of location and time can be a big advantage. Generally, good mobile banking apps
have a security guarantee or send a SMS verification code to input to authorize a payment.
Mobile banking is said to be even more secure than online/internet banking. With the
introduction of mobile banking, users are able to access their financial information even
beyond the working hours. It helps to avail banking services even by making a call to the
bank.

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Mobile banking functions are functional, efficient and competitive. It also helps in
decongesting the banking halls and reduces the amount of paperwork for both the banker and
the customer. One very real advantage to implement mobile banking is customers are being
deputized in real time to watch their accounts. It utilizes the mobile connectivity of telecom
operators and therefore does not require an internet connection. Mobile banking is available
round the clock 24/7/365, it is easy and convenient and an ideal choice for accessing financial
services for most mobile phone owners in the rural areas. A part from these advantages
mobile banking mobile banking has some negative impact. Cahndran (2014) mentioned some
drawbacks of mobile banking:

Mobile banking users are at risk of receiving fake SMS messages and scams. The loss of a
person’s mobile device often means that criminals can gain access to mobile banking PIN and
other sensitive information. Modern mobile devices like smartphone and tablets are better
suited for mobile banking than old models of mobile phones and devices. Regular users of
mobile banking over time can accumulate significant charges from their banks. Even though
there are 1.5 billion computers on the Internet and 4.5 billion people using mobile phones,
there’s currently no significant operating system supporting the mobile space. Most mobile
banking apps need an internet connection to be able to operate, so if anyone live in a rural
area or experience problems with internet connection, then he or she won’t be able to access
your account.

Many phones aren’t yet compatible with anti-virus software. Most cell phones don’t come
standard with anti-virus compatible with the anti-virus software available and there are
known cases in which people were unable to put anti-virus software registered to them on
corporate cell phones. Some banks don’t offer the same level of protection for cell phone
banking that they do for online or in person transactions. Because the risks are still generally
unknown some banks have been slow to make promises about what will or will not be
covered when use cell phone banking.

2.2 Customer Satisfaction in Mobile Banking

Modern management science philosophy considers customer satisfaction as a baseline

standard of performance and a possible standard of excellence for any business organization.
Forneel at al., (1996), defined customer satisfaction is defined as an evaluation of the

9
perceived discrepancy between prior expectations and the actual performance of the product.
Satisfaction of customers with products and services of a company is considered as most
important factor leading toward competitiveness and success (Jonathan & Camio, 2008).
Customer satisfaction is actually how customer evaluates the ongoing performance.
According to Kinney, Xia & Monroe (2007) customer satisfaction is customer’s reaction to
the state of satisfaction, and customer’s judgment of satisfaction level. Customer satisfaction
is very important in today’s business world to create high degree of satisfaction is crucial for
product differentiation and developing strong relationship with customers.

A new approach in the field of banking services is the supply of financial and banking
services with mobile phones. Mobile banking tries to create eases for their customers.
Customer satisfaction makes the customers loyal to one mobile financial service provider.
Previous researchers have found that satisfaction of the customers can help the brands to
build long and profitable relationships with their customers (Kim, Shin & Lee, 2007). A
common phenomenon that the services a brand offers and the price it charges actually
determine the level of satisfaction among its customers, than any other measure (Barnes &
Corbitt, 2003).

Customer satisfaction may influence the concerned company by repurchase, purchase of

more products, positive word of mouth and willingness of customer to pay more for the
particular brand. Any business is likely to lose market share, customers and investors if it
fails to satisfy customers as effectively and efficiently as its competitors is doing. Customer
satisfaction on mobile banking cab be determined by the services and facilities received by
customer from his or her mobile banking service provider. The users of mobile banking can
be recharged their mobile balance, pay electricity bills and credit card bills through this in
mobile banking. The customers in mobile banking services are increasing day by day due to
the security measures taken by the banks. The mobile banking customers have been satisfied
due to the measures taken to this secure the mobile banking transactions. Customers can add
as many beneficiaries in the list as they want. It saves huge of the amount of time which is
incurred to add the beneficiary again and again (Anderson, Fornell, & Mazvancheryl, 2004).

Consumer selection factors include convenience, service facilities, cost of transaction, and
buy air time credit, number of agents, network coverage, reputation and interest rates. In
mobile banking users are specially concern with security issues like financial frauds, account
10
misuse and user friendliness issue. In the remembering the different codes for different types
of transaction, application of software installation & updating due to lack of standardization.
Customers across the world, even technologically optimists, they have refrained from using
technology aided solutions at mobile banking services. Economic benefits such as lower
operational costs of banks, potentially lower margin, expand reach through self-service,
handiness, and customization; identify ability lead to customer satisfaction.

However, every factor doesn’t lead to satisfaction. Some actors that lead to dissatisfaction on
mobile banking are; unsure about the safety of transactions, low mobile security, poor
network availability, heavy charges for transactions, inadequate number of agent, e-mail and
web security, identity theft, low rate of Literacy of people in rural areas, uncomfortable to
new innovation, handset operate ability, inadequate guidance, high price of smart devices
(Mattil, 2003).

2.3 Quality and Customer Satisfaction

Quality and customer satisfaction have long been recognized as playing a crucial role for
success and survival in today's competitive market. Regarding the relationship between
customer satisfaction and service quality, Oliver (1993) first suggested that service quality
would be antecedent to customer satisfaction regardless of whether these constructs were
cumulative or transaction-specific. Satisfaction and service quality have certain things in
common, but satisfaction generally is a broader concept, whereas service quality focuses
specifically on dimensions of service (Wilson et al., 2008). As said by Wilson et al. (2008),
service quality is a focused evaluation that reflects the customer’s perception of reliability,
assurance, responsiveness, empathy and tangibility while satisfaction is more inclusive and it
is influenced by perceptions of service quality, product price and quality, also situational
factors and personal factors. The relationship between service quality and customer
satisfaction is becoming crucial with the increased level of awareness among bank customers
demographic characteristics should be considered by the bank managers to understand their
customers (Sureshchander et al., 2002). Several models are used to determine customer
satisfaction.

SERVQUAL Model: SERVQUAL is the most often used approach for measuring service
quality has been applied to compare customers' expectations before a service encounter and

11
their perceptions of the actual service delivered (Parasuraman et al., 1985). SERVQUAL is
based on five dimensions of service; tangibility, Reliability, Responsiveness, assurance,
empathy.

Kano Model: The Kano et al (1996) model of customer satisfaction classifies attributes
based on how they are perceived by customers and their effect on customer satisfaction. The
model is based on three types of attributes viz. (1) basic or expected attributes, (2)
performance or spoken attributes, and (3) surprise and delight attributes.

ACSI Methodology: The American Customer Satisfaction Index uses customer interviews as
input to a multi-equation econometric model developed at the University of Michigan’s Ross
School of Business. The ACSI model is a cause-and-effect model with indices for drivers of
satisfaction on the left side (customer expectations, perceived quality, and perceived value),
satisfaction (ACSI) in the center, and outcomes of satisfaction on the right side (customer
complaints and customer loyalty, including customer retention and price tolerance).

2.4 Research Gap

The above review shows that to fulfill the expectations of the consumers and to increase the
mobile banking users, mobile banking service provider needs to increase the awareness about
the mobile banking services. Though several national and international researches had
conducted on the customer satisfaction of mobile banking, there is no research conducted on
the customer satisfaction of mobile banking on the student of University of Dhaka. This study
is conducted on the student of University of Dhaka to measure the customer satisfaction of
bKash as a mobile financial service provider. This study is conducted by using SERVQUAL
model, where customer satisfaction as the dependent variable and five dimensions of service
quality model (namely- tangibles, reliability, responsiveness, assurance and empathy) as
independent variables.

12
Chapter 3: Methodology

13
3.1: Introduction

To analyze the customer satisfaction of bKash as a mobile financial service a conceptual

framework is drawn based on the five quality dimensions of SERVQUAL which has
measured customer satisfaction based on bKash’s service quality. Here independent variables
are reliability, responsiveness, assurance, empathy, and tangibles and the dependent variable
is customer Satisfaction. Based on these dependent and independent variables I will try to
identify the impact of reliability, responsiveness, assurance, empathy, and tangibles on
customer satisfaction. Five research questions and five hypotheses are generated to measure
customer satisfaction level of bKash as a mobile financial service. Five questions are given
below:
1. Does Reliability provide better service for increasing customer Satisfaction? Does
Responsiveness provide quick and efficient service for increasing customer
Satisfaction?
2. Does Assurance provide good relationship with employees that improve customer
Satisfaction?
3. Does Empathy affects customer need which increases service quality for customer
satisfaction?
4. Does Tangibles provide modern services to improve service quality for customer
Satisfaction?

To conduct this research on customer satisfaction level of bKash while reviewing literature in
the previous chapter the following hypotheses have aroused which are examined in findings
and analysis chapter.

H1. Reliability provides better service for increasing customer satisfaction

H2. Responsiveness provide quick and efficient service for increasing customer
satisfaction
H3. Assurance provides good relationship with employees that improve customer
satisfaction
H4. Empathy affects customer needs which increases service quality for customer
satisfaction
H5. Tangibles provides modern services to improve service quality for customer
satisfaction

14
To find the answer of five questions and to test the above hypothesis a research methodology
is designed which is quantitative in nature. For collecting data a questionnaire is made based
on demographic information and five dimensions of SERVQUAL model which is provided in
annex part of this report. Data has been collected from one hundred students who have an
active bKash account and currently studying at University of Dhaka. Respondent has been
chosen randomly through personal interview and online survey. After gathering response
from respondent data has been analyzed by using SPSS and Microsoft excel to measure
bKash’s service quality vs students satisfaction level as a customer. Result of the analysis has
been presented using tabular form. Finally some areas of improvement to increase customer
satisfaction level has been shown based on findings and analysis.

3.2 Research Approach

Analyzing the customer satisfaction of bKash as a mobile financial service is basically a

descriptive research. Descriptive research is used to describe characteristics of a population
or phenomenon being studied. Main purposes of descriptive studies can be explained as
describing, explaining and validating research findings. Descriptive research can be either
quantitative or qualitative. It can involve collections of quantitative information that can be
tabulated along a continuum in numerical form, such as scores on a test or the number of
times a person chooses to use a-certain feature of a multimedia program, or it can describe
categories of information such as gender or patterns of interaction when using technology in a
group situation. Customer satisfaction level of bKash has been measured based on five
dimensions of SERVQUAL model which indicate that this study is quantitative in nature.
Each item of five dimensions will have the value from 1 to 5 point on Likert scale, that
ranges from 1(Strongly disagree) to 5 (Strongly agree). Quantitative approach has been used
for this study because it can establish a cause and effect between dependent variable
(customer satisfaction) and independent variables (reliability, responsiveness, assurance,
empathy, and tangibles).

3.3 Population and Sample

Population
This study has measured the customer satisfaction of bKash of students of University of
Dhaka. So population of this study is all the students of University of Dhaka. Information

15
regarding population has been collected by using University website, website of different
Departments, institutions and faculty and hall office. Population size of this research is
approximately 37000 students.

Data Set
Data set for this study is information of students regarding their gender, age, level of
education, residential status, and five dimensions of SERVQUL model.

Sampling Method
Data has been collected from the students who are currently studying at graduation and post-
graduation level by using probability sampling method. One hundred students has been
selected for this study. Selection criteria for choosing respondent was based on their age,
gender, education level, residential status and they must have an active bKash account.

Sampling Unit
Sampling unit is every single respondent (student of University of Dhaka) from whom data
has been collected to measure customer satisfaction level of bKash as a mobile financial
service on students of University of Dhaka. As sample unit students of University of Dhaka
has been chosen because a large number of students of this University usage bKash as means
of their transaction media. Most of the students who resides in residential hall bring money
from home by using bKash. Students are one of the major portions of total number of bKash
user so if they are not satisfied its service bKash will lose a large portion of its customer.

Sampling Frame
A sampling frame is a list or database from which a sample can be used. Data base has been
categorized based on age, gender, graduation or post-graduation, faculty, time frame.

Size
Sampling size for measuring customer satisfaction of bKash was 100 students who are
currently studying at university of Dhaka.

Data and Sources

Determining customer satisfaction level of bKash several types of data has been required. At
first demographic data such as respondent’s age, gender, level of education, residential status
16
has been collected. Then data regarding respondent’s response to bKash’s customer service
such as reliability, responsiveness, assurance, empathy, tangibles has been collected. Data
regarding population size has been collected from university website. Data for SERVQUAL
model has been collected from different articles and websites. Student’s response regarding
bKash’s customer satisfaction is collected from department’s students Facebook group,
faculty, hall reading room, e-library, central library, science library, residential hall for boys
and girls.

Two types of data has been collected one is demographic and other is regarding five
dimension of SERVQUAL model. There have five questions on demographic part related to
age, gender, and level of education, residential status, and longevity of using bKash. Through
SERVQUAL five dimensions students response regarding service quality twenty two
questions will be asked which are; Reliability (01 to 05), Responsiveness (06 to 09),
Assurance (10 to 14), Empathy ( 15 to 18), Tangibles (19 to 22). And determine the value of
dependent variables (customer satisfaction) four questions are asked to the respondents (23 to
26) which is also added to the questionnaire.

3.4 Data Collection Process

Data has been collected in two ways. First one is online survey, which has collected through
using Google forms and these data has been collected by uploading Google forms on
Department’s student group, our batch’s Facebook group. Second approach of collecting
data was physically distributed questionnaire to students of different hall, faculty and library
and taking their response regarding customer satisfaction of bKash. Every respondent has
given twenty minutes to provide their response. Data has been collected from 5th August to
10th September.

3.5 Data Analysis Technique

Analysis
To analyze demographic data different chart like bar chart, pie chart has been used.
SERVQUAL model has been used to measure reliability, responsiveness, assurance,
empathy, tangibles. Every element of these five dimensions has given value from 1(Strongly
Disagree) to 5 (Strongly Agree).

17
Data validity and reliability has been tested by using Cronbach's Alpha test by Microsoft
Excel. Pearson analysis has identified the correlation between the five hypothesis regarding
customer satisfaction with reliability, responsiveness, assurance, empathy and tangibles has
beene tested using SPSS. Then, regression analysis was used to estimate the cause and effect
relationship between the variables of services quality and customers satisfaction.

3.6 Conclusion

After analyzing all the data and its result, a conclusion has been drawn weather reliability,
responsiveness, assurance, empathy, tangibles effects customer satisfaction or not. Finally it
can be measured that the students of University of Dhaka are how much satisfied with
bKash’s service quality as mobile financial services. Some areas of improvement has
provided on existing lacking on service quality of bKash.

18
Chapter 4: Data Analysis

19
4.1 Customer’s Demographic Profile

4.1.1: Frequency Table

Table 1: Gender of the Respondent

Gender Number Percentage (%)

Male 59 59%
Female 41 41%
Total 100 100
Source: Field Survey
From the survey it has found that major portion of the bKash users are male (59%) but
number of female users are also significant which about 41%.
Table 2: Age of the Respondent

Age Number Percentage

18-21 Years 25 25%
21-23 Years 27 27%
23-25 Years 40 40%
Above 25 Years 8 8%
Total 100 100
Source: Field Survey
Most of the respondent’s age is 23 years to 25 and a low portion (about 8%) of the students
age is above 25 years. 27% of the respondent’s age is 21 to 23 where 25% of respondent’s
age is 18 to 21 years.
Table 3: Education Level of the Respondent

Education level Number Percentage (%)

Graduation 82 82%
Post-graduation 18 18%
Total 100 100
Source: Field Survey
Education level of respondent’s is divided into two segment which are namely Graduation
Level and Post-graduation Level. Among 100 students 82 students have Graduation degree
where only 18 students have Post-Graduation degree.

20
 Table 4: Respondents Connection with bKash

Using BKash for Number Percentage

1-2 Years 26 26%
2-3 Years 40 40%
More Than 3 Years 34 34%
Total 100 100
Source: Field Survey
Among 100 respondents 40 respondents are using their bKash account two to three years,
thirty four percent use more than three years while twenty-six respondents are using bKash
one to two years.

4.1.2: Observation

Male respondents were more interested about bKash mobile banking than female
respondents. For that reason most of our respondents are male displayed in Table 1. But the
number of females was increasing which was a good Sign. In Table 2, it would be said that
young people adopt the use of bKash mobile banking more rapidly. Therefore, age of the
respondent (18-23yrs) is 52%. From table 3, 52% are currently doing their graduation and
48% students are post graduate students. From the above Table 4, more of the respondents
use BKash for 2 to 3 years in area of University of Dhaka students. Users are also significant
using for over 3 years.

4.2: Factors Affecting the Customer Satisfaction

The below Table 4 shows the identified dependent and independent variables where
Customer level of satisfaction is the dependent variable which is affected by the number of
independent variables such as Reliability, Responsiveness , Assurance, Empathy and
Tangibility.

21
 Table 5: Factors of Customer Satisfaction
Dependent Variable Independent Variable(s)
Customer Satisfaction Reliability
Responsiveness
Assurance
Empathy
Tangibility
Source: Ravichandran & Kumar (2010)

4.3: Data Reliability Analysis

According to Miles and Huberman (1994) reliability analysis of any of the research data is
highly desired quality. Siegle (2005) defined reliability as the exactness to measure the
desired data. Reliability (Cronebach’s Alpha) value should not be lower that 0.7 (Saane et al.,
2003).

Table 6: Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based on N of Items

Standardized Items
.949 .949 100

Source: Field Survey

Table shows the value for relaiability analysis .949 is greater than 0.7 which explains that the
collected data is highly reliable.

4.4: Regression Model

H0: Null hypothesis = There is no relationship between customer satisfaction and reliability,
responsiveness, assurance, empathy and tangibility.
H1: Alternative hypothesis = There is relationship between customer satisfaction and
reliability, responsiveness, assurance, empathy and tangibility. Now, Y= Dependent variable
= customer satisfaction
X= Independent variable
X1= Avg. Reliability
22
X2= Avg. Responsiveness
X3= Avg. Assurance
X4= Avg. Empathy
X5= Avg. Tangibility
B = constant
The estimated regression model is, Y = β + β1 X1+β2 X2 + β3 X3+β4 X4 + β5X5

4.5: Hypothesis Testing

Correlations: A correlation tells us how and to what extent two variables are linearly related

Hypothesis 1: Reliability provides better service for increasing customer satisfaction

Table 7: Reliability Correlation

REL CS

Pearson Correlation 1 -.221*

REL Sig. (2-tailed) .015

Pearson Correlation -.221* 1

Sig. (2-tailed) .015
CS

Source: Field Survey

* Correlation is significant at the 0.05 level (2-tailed).

The write up would look like this: r (100) = -.221, p-value=.015<.05. Alternatively, we can
write: r (100) = -.221, p = .015 (the difference is here, we are reporting the actual p-value,
rather than just stating that the p-value is less than alpha). So it is statistically significant. So
we can say that null hypothesis is rejected. So we can conclude that there is significant
relationship between reliability dimension and customer satisfaction.

23
Hypothesis 2: Responsiveness provides quick and efficient service for increasing customer
satisfaction

Table 8: Responsiveness Correlation

RES CS

Pearson Correlation 1 .342**

RES Sig. (2-tailed) .004

Pearson Correlation .342** 1

CS Sig. (2-tailed) .004

Source: Field Survey

* Correlation is significant at the 0.05 level (2-tailed).
The write up would look like this: r (100) = 0.342 which is moderately positive correlation
and (The range from 0-1 and this is almost 0). P-value =.004<.01. Alternatively, we can
write: r (100) = 0.342, p = 0.000 (the difference is here, we are reporting the actual p-value,
rather than just stating that the p-value is less than alpha). So it is statistically significant. So
we can say that null hypothesis is rejected. So we can conclude that there is a significant
relationship between responsiveness dimension and Customer Satisfaction.

Hypothesis 3: Assurance provides good relationship with employees that improve customer
satisfaction
Table 9: Assurance Correlation

ASS CS

Pearson Correlation 1 .222**

ASS Sig. (2-tailed) .015

Pearson Correlation .222**

CS 1
Sig. (2-tailed) .015
Source: Field Survey
* Correlation is significant at the 0.05 level (2-tailed).

24
The write up would look like this: r (100) = 0.222 which is moderately positive correlation
and (The range from 0-1 and this is almost 0). P-value = .015<.05. Alternatively, we can
write: r (100) = 0.222, p = 0.015 (the difference is here, we are reporting the actual p-value,
rather than just stating that the p-value is less than alpha). So it is statistically significant. So
we can say that null hypothesis is rejected. So we can conclude that there is a significant
relationship between assurance dimension and Customer Satisfaction.

Hypothesis 4: Empathy affects customer needs which increases service quality for customer
satisfaction

Table 10: Empathy Correlation

EMP CS

Pearson Correlation 1 -.108**

EMP Sig. (2-tailed) .242

Pearson Correlation -.108** 1

CS Sig. (2-tailed) .242

Source: Field Survey

* Correlation is significant at the 0.05 level (2-tailed).

The write up would look like this: r (100) = -.108, p-value =.242>.05. Alternatively, we can
write: r (100) = -.108, p = .242 (the difference is here, we are reporting the actual p-value,
rather than just stating that the p-value is greater than alpha). So it is statistically
insignificant. So we can say that null hypothesis is failed to reject. So we can conclude that
there is weak relationship between empathy dimension and customer satisfaction.

Hypothesis 5: Tangibles provides modern services to improve service quality for customer
satisfaction

To find out whether tangibility has significant correlation with customer satisfaction or not
Pearson correlation has conducted on tangibles variables with dependent variable (CS).

25
 Table 11: Tangibility Correlation

TAN CS

Pearson Correlation 1 .094*

TAN Sig. (2-tailed) .308

Pearson Correlation .094* 1

CS Sig. (2-tailed) .308

Source: Field Survey

* Correlation is significant at the 0.05 level (2-tailed).

The write up would look like this: r (100) = 0.094, very small but positive correlation and
(The range from 0-1 and this is almost 0). P-value = 0.308 >.05. Alternatively, we can write:
r (100) = 0.094, p = 0.308 (the difference is here, we are reporting the actual p-value, rather
than just stating that the p-value is greater than alpha). So it is statistically not significant. So
we can say that null hypothesis is failed to reject. So we can conclude that there weak
relationship between tangibility dimension and Customer Satisfaction.

4.6: Regression Analysis

Table 12: Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate Durbin-Watson

1 .938a .880 .873 .17183 2.321

Source: Field Survey
a. Predictors: (Constant), REL, RES, ASSU, EMP, TAN
b. Dependent Variable: CS

26
 Table 13: ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 24.313 7 3.473 117.637 .000a
Residual 3.307 92 .030
Total 27.620 99

Source: Field Survey

a. Predictors: (Constant), REL, RES, ASSU, EMP, TAN
b. Dependent Variable: CS
Table 14: Coefficients

Standardized
Unstandardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1(Constant) .744 .223 3.342 .001

REL .062 .043 -.057 1.447 .151
RES .093 .037 -.096 2.497 .014
ASSU .084 .042 -.095 2.014 .046
EMP -.229 .090 .200 -2.544 .012
TAN -.383 .057 -.442 -6.749 .000
Source: Field Survey
a. Dependent Variable: CS

Table 15: Residuals Statistics

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.5395 4.4643 3.5500 .45201 100

Residual -.35424 .42343 .00000 .16670 100
Std. Predicted Value -2.236 2.023 .000 1.000 100
Std. Residual -2.062 2.464 .000 .970 100

Source: Field Survey

27
The estimated regression model is, Y = β + β1 X1+β2 X2 + β3 X3+β4 X4 + β5X5+
β = .744
β1= .062
β2= .093
β3= .084
β4= -.229
β5 = -.338
Now, Y = .744+ (.062) * (Avg. Reliability) + (.093)* (Avg. Responsiveness) + (.084) * (Avg.
Assurance) + -.229 * (Avg. Empathy) + (.383)* (Avg. Tangibility).

We can see that our model is a good economic model because here we have a very high value
of R2 (R2 =0.938). Here we also find a very good result of adjusted R2. From the equation,
we can see that from the 5 variables, 2 of them are negatively related with the dependent
variable. It means that if reliability goes up by 1 unit, then Customer Satisfaction is changed
by 0.062 units, if responsiveness goes up by 1 unit, then Customer Satisfaction is changed by
0.093 units. If assurance goes up by 1 unit, Customer Satisfaction is changed by 0.084 units.
If empathy goes up by 1 unit then Customer Satisfaction is changed by 0.229 units. If
tangibility is changed by 1 unit, Customer Satisfaction is changed by 0.383 units. From here
we can see that there is positive relationship between Customer Satisfaction and reliability,
responsiveness an assurance. We can see that the relationship of responsiveness is very strong
with Customer Satisfaction. So we are satisfied with the dimension of reliability,
responsiveness an assurance but we have to emphasize more on other two dimensions.
We also see that, the value of R2 is really good but two independent variables are providing
us with negative relationship. So we can say that the design has multi co-linearity. As the
frequency of std. deviation is pretty high here, that’s why we can say that multi co-linearity
effect is depicted in this model.

Table 16: Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson

1 .938a .880 .873 .17183 2.321

Source: Field Survey
a. Predictors: (Constant), REL, RES, ASSU, EMP, TAN
b. Dependent Variable: CS

28
According to the model summary, we get the Durbin-Watson value 2.321. The number of our
independent variable is 5, N=100. So Dl=1.528 & Du=1.826 according to (Savin and White)
Durbin-Watson table. So, 3-Dl=2.472 & 3-Du=2.174.

We can conclude that the autocorrelation is positive (more than 2). Here R square= 0.880
which means that 88% of the total summary can be explained by the 5 independent factors of
customer satisfaction. The adjusted R2 is also impressive in this model.

4.8: Findings

The research design is quantitative. The data gathered is tabulated into a questionnaire for
students of bKash users. This data is analyzed by using a statistical software package known
as Statistical Package for Social Sciences (SPSS 16 version). The current study used a
mixture of statistical techniques to achieve the intended objective. First, descriptive statistics
were employed to analyze the profile of the respondents and mean value of service quality
dimensions and customer satisfaction, which is necessary in analyzing the result. Second,
Pearson analysis was used to measure the relationship between services quality dimensions
and customers satisfaction in BKash Mobile Banking. Then, regression analysis was used to
estimate the cause and effect relationship between the variables of services quality and
customers satisfaction.

According to the study results, each demographic variable had a varied response rate (table
1). There were 59 males and 41 females, ranging in age from 18 to greater than 25, 52
respondents were aged 18-23 (table 2) and 48% students are currently doing their post-
graduation (table 3). After the hypothesis test, we found that the customers of bKash
merchant payment system of bKash are satisfied but not highly satisfied. Satisfaction in
reliability, responsiveness, assurance, empathy, and tangibility made them satisfied as far as
all of the dimensions of customer satisfaction are concerned.

We have got a good statistical model through the research and we have also got very well
results of coefficient of determination. In the case of empathy and accessibility we have got a
strong positive relationship between these dimensions and customer satisfaction. The
customer’s bKash want reliability in the service that they receive it. This means that, they
value dependability and accuracy the most. This is actually correct if we compare all the

29
findings that we have already stated. The clients of bKash also stated that the personnel are
not adequately trained to deal with the customers or handle the customers properly during
peak time.

The customers of bKash also stated that the charge of the service is comparatively high and
that it should be reduced for the betterment of them. They said that if they reduce the charge
of both the clients & bKash will be benefited. Also some of the services like the ATM are
hard and difficult for a technologically illiterate person. They face difficulty understanding
the whole process with the PIN numbers, handling process and most of the time they get into
trouble while using it by themselves. Therefore they are not being able to connect and get the
desired service in times of necessity. Perhaps educating or re-educating the whole customer
base can help this problem to be solved. Few clients had problems with the timeliness of the
service. They said that, sometime the service is slow and painstakingly lengthy and time
consuming.

30
Chapter 5: Conclusion

31
5.1 Introduction

This study provides initial empirical evidence of the impact of SERVQUAL dimensions on
customer satisfaction of bKash. The results of the regression analysis provide support for the
five hypothesized relationships. The analysis has shown that there is a significant positive
relationship between customer satisfaction in mobile banking and reliability, responsiveness,
and assurance. The analysis showed that there is weak relationship between customer
satisfaction and empathy & tangibles. Therefore, bKash should pay close attention to such
SERVQUAL dimensions as reliability, responsiveness, assurance to increase the satisfaction
level of the customers on mobile banking service. An interesting finding of this study is that
empathy and tangibles tends to have marginal significant impact on customer's satisfaction.
Hence, the presence of empathy & tangibles may not create satisfaction but the absence of
them may create dissatisfaction among customers.

5.2 Discussion on Findings

Among the dimensions investigated in this study to identify the satisfaction level of the
bKash on students of University of Dhaka which have received negative gaps by the
respondents. This could influence their level of satisfaction with the decision to stay with or
leave. The negative gap was found in the reliability, responsiveness, and assurance
dimensions according to the regression analysis. These results provide suggestions for the
organization’s managers, which they should consider to find out the ways to improve service
quality in those areas in the campus of University of Dhaka. Improvement of the quality of
customer service in these specific areas will surely help bKash to enjoy a high level of
customer retention in today’s competitive environment because students are significant
portions of their total customers.

5.3 Recommendations

Considering the students queries and conversation with them, the following recommendations
are made, which will benefit both bKash and its clients.
1. Though bKash promises to provide 24-hour service but students found that BKash has
a lot of interruption during transaction so they should upgrade their network system.

32
 2. Most of the students (about 64%) said that they are dissatisfied with the security
system of BKash so it should upgrade its security system to retain customer
satisfaction.
3. About 53% students said that they are not loyal to bKash so it should to provide more
attractive offers to achieve customers attraction and loyalty
4. Another very important thing from this study has been raised about the security of the
payment system. bKash needs to educate the clients to gain trust of potential
customers.
5. If more and more super shops and shopping malls grant the bKash merchant payment
system then it will be more helpful for both bKash and its clients. For this reason,
bKash should take necessary steps to motivate the super shops and shopping malls to
accept the payment system.
6. Proper monitoring of the merchants and on a regular basis of merchants could be
useful for retention of the merchants.
7. BKash’s online customer service is not so responsive it needs to me more up to date.
8. It should employ more agents in the campus of University of Dhaka because here
agent number is not adequate.
9. If the fees of cash out can be reduced then the number of bKash subscribers will rise.
Consequently bKash’s income from the service fees will also increase.

Considering the customer satisfaction level of the, the following recommendations are made:
1. In case of reliability, the customers (students of University of Dhaka) are satisfied.
But it has been seen that still there are a lot of scope to achieve or increase the
satisfaction of the mid-satisfied customers, so bKash should grab the opportunity and
ensure that the customers are not only getting accurate information but also the
promised service in the first and promised time so that customer can highly rely on
their service.
2. In case of responsiveness, though the students are satisfied, some necessary steps can
be taken for improvement. Giving the prompt solution or informing the customer
about the action taking time and also proper maintenance of this informed action
(which is taking time) could improve the customer satisfaction a lot.
3. Again in case of assurance, right solution should be given so that the customer feels
more confident after getting the service. Only understanding the customer problem

33
 will not satisfy them unless individual attention is provided. So, proper individual
attention and caring should be there to make the customers highly satisfied.
4. Therefore, bKash should start strategic planning to improve the infrastructure and the
five important constructs (reliability, responsiveness, assurance, empathy and
tangibility) to support its large customer base. So, considering the service sector of
Bangladesh, bKash should be more conscious to deal with its customers as the
customers have now more choice to bank with and there are lots of institutions that
are intensifying the competition by focusing more on superb customer service.

5.4 Limitation of the Study

While conducting this study some limitations are identified which are given below:
1. Findings on this report doesn’t represent the overall customer satisfaction level of
bKash because this study was conducted on one hundred students of University of
Dhaka who currently doing their graduation and post-graduation degree.
2. While filling up the questionnaire some students were in a hurry so there is some
possibility of manipulated response.
3. There are several ways to measuring customer satisfaction but this study is done
based on service quality.
4. SERVQUAL model has many other dimensions but in this study five popular
dimensions is used.

5.5 Scope for Further Research

This study has conducted on customer satisfaction level of bKash on students of University of
Dhaka. It has provided a broader scope on measuring customer satisfaction level of bKash on
others students of all public Universities of Bangladesh. Based on this SERVQUAL model
service quality of others mobile banking providers and their customers satisfaction can also
be measured in further research

34
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37
Annex

38
 Survey Questionnaire

Survey question on customer satisfaction level of bKash as a mobile financial service: a study
on the students of University of Dhaka using SERVQAL model
a. Demographic Characteristics
1. Gender: a. Male b. Female
2. Age: a. 18-20 b. 21-23 c. d. 24-26 e. 27- above
3. Level of education: a. Graduate b. Post Graduate
4. Residential Status: a. Resident b. Non resident
5. How long have you been using bKash?
a. Less than 1 year b.1-2 year c. 2-3 year d. above 4 year
B. Five Dimensions of SERVQUAL Model
SL Question’s Strongly Agree Neutral Disagre Strongly
Agree =4 =3 e=2 Disagree
=5 =1
Reliability
01 I consider bKash as more reliable
source of mobile financing service
provider compare to other mobile
financing service provider.
02 bKash provides services at promised
time ( within 72 hours of installation).
03 I face less number of errors in
transaction.
04 It has sufficient number of agents
05 I consider myself loyal to this brand
Responsiveness
06 If my account get block, office takes
immediate action.
07 I get satisfactory help through bKash’s
help line.
08 It provides appropriate information to
customers during interruption or up

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 gradation of service.
09 It has responsive online customer
service representation.
Assurance
10 I don’t get fraud call from bKash’s
official number.
11 I consider it as a secure mobile banking
transaction.
12 I get notification after every
transaction.
13 It doesn’t charge any hidden cost
without notifying.
14 I feel my account is safe and no
unauthorized log in to my account.
Empathy
15 It gives quick confirmation to the
service ordered.
16 It gives special consideration to the
individual needs and request.
17 It has 24/7 hours transaction time.
18 I have emotional feelings for this brand.
Tangibles
19 bKash takes comparatively less time to
complete a transaction compare to other
mobile banking service provider.
20 It takes more promotional activities
compare to other mobile banking
service provider.
21 It has more outlets of mobile banking
service provider and agents.
22 It charges low transaction cost compare
to other mobile banking service
provider.

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 Customer Satisfaction
23 The overall service of bKash is
satisfactory.
24 Provided benefits by bKash are
satisfactory.
25 Their overall performance is fulfilling.
26 There are scopes for improvement in
the overall system of BKash.

ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 7.398 10 .740 4.970 .000

REL Within Groups 16.226 109 .149

Total 23.624 119

Between Groups 7.113 10 .711 3.473 .001

RES Within Groups 22.327 109 .205

Total 29.440 119

Between Groups 4.539 10 .454 1.612 .113

ASSU Within Groups 30.693 109 .282

Total 35.231 119

Between Groups 8.084 10 .808 6.752 .000

EMP Within Groups 13.049 109 .120

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 Total 21.133 119

Between Groups 15.373 10 1.537 7.836 .000

TAN Within Groups 21.383 109 .196

Total 36.756 119

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