Investigating the relationship between service quality and customer satisfaction of BKash in Bangladesh

Abstract

The purpose of this paper is to investigate the relationship between service quality and customer satisfaction to use BKash through structural equation modelling. BKash is one of the leading mobile banking services providers in Bangladesh. A structured survey questionnaire was used to collect data from BKash users in Bangladesh. A convenience sampling method was used to select potential participants in this study. Out of the distributed questions, 292 completed usable were selected for the analysis which employed Partial Least Squares-Structural Equation Modelling (PLS-SEM). The results show that there exist positive and significant relationships between all variables of service quality and customer satisfaction for using BKash. Among the measurement variables the responsiveness and empathy have a strong impact on customer satisfaction, whereas tangibility was identified as a less significant factor in customer satisfaction. This study has several implications for researchers, financial policymakers, and senior management from banking industry for rendering and upgrading services to end-users and customers of mobile banking.