Management & Marketing no. 3/2014

Bangladeshi mobile banking service quality and customer satisfaction and loyalty

Ghosh Kumar Sagib,
University of Chittagong

Barua Zapan,
University of Chittagong

Abstract. The rapid increase in the number of mobile phone users and the growing popularity of mobile banking services in Bangladesh had a twofold outcome: it allowed financial institutions to tap into the areas of the market previously untouched by banking services, but it also brought along for their marketers the challenges of customer retention. The existent literature names the perceived service quality as a powerful antecedent of customer satisfaction and retention. But, as the field is relatively new in Bangladesh, the major challenges for marketers are to understand what customers perceive as quality dimensions in mobile banking services, and what impact these dimensions have on customer satisfaction and retention. Although the literature on service quality is abundant, very little research has been conducted on the evaluation of the quality of services delivered through non‐branch banking. This study is an attempt to explore the perceived service quality dimensions and their impact on customer satisfaction. Adopting from the existing literature a set of dimensions of quality and using a self‐administered questionnaire survey and a confirmatory factor analysis, we confirm that reliability and responsiveness, assurance and security, convenience of location, and efficiency and easiness to operate are dimensions of perceived quality for mobile banking services in the context of Bangladesh. In addition, the regression analysis reported that service quality as a whole is a strong antecedent of customer satisfaction, but only three dimensions have a positive influence on satisfaction (reliability and responsiveness, efficiency and convenience) and two of them on customer retention (reliability and efficiency). In spite of the study’s limitations, the results work as steppingstones for future research in this area.

Keyword: mobile technology, mobile banking, service quality, customer satisfaction, loyalty.

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