Introduction of the study

Research is an important part of the service business environment. It is defined as an organized

and objective process of gathering information to support in business decision making. Based on
the research, organizations can improve their quality.

Suppose a company is experiencing a drop in sales. The first step in conducting business
research is to identify the problem. Customers are choosing to leave. Then, identify the relevant
factors and create the questionnaire. Then gather feedback, create the report, and present it to the
manager. Based on the findings, the manager will make decisions to resolve the problem.

There are various types of business research. Exploratory, descriptive, causal, qualitative, and
quantitative business research are all types of business research.

Our research is defined as descriptive research. The goal of descriptive research is to describe a
population, situation, or phenomenon accurately and thoroughly. It can answer the questions
what, where, when, and how, but not why. To explore one or more variables, a descriptive study
can use a variety of research methods.

Research objective

Customers who use BKash's mobile financial services can send, receive, and pay money using
their smartphones. It has made it possible to send or receive money quickly or to make payments.
With the help of Bkash, anyone can send or receive money from anywhere in the world using
very cutting-edge technology that is available on their own mobile phone. The customer's
personal PIN number helps to protect each transaction. The formal financial system of the
economy is accessible to everyone thanks to bKash. Customer expectations of bKash have been
the main topic of our research paper due to its important role in the legal financial system.

This research is designed to accomplish a variety of objectives:

 To analyze whether bKash provides efficient services to its customers.

 Discuss how the company maintains relationships with a large number of customers.
 To confirm how well bKash meets customer agreements.
 To decide whether bKash offers are customized to the requirements of current and
prospective customers.
 To clarify whether bKash offers are truly beneficial.
 To summarize the level of customer satisfaction with bKash's services.

Scope of Research

The Features and Aspects of Mobile Banking System are a broad topic that cannot be covered in
a single research paper. More research is required to find specific questions and answers. And in
this case, the research mainly focused on customer satisfaction in Bkash, with 60 respondents
using mobile banking services. However, the spread of data across the country can change the
outcome of the research, and specific issues such as security, customer cost-benefit analysis, and
so on can be addressed by additional research.

Significance of the study

Our study's goal is to determine customer satisfaction and Bkash use of among the people in our
country. All person’s preferences and dislikes will undoubtedly influence our future. Finding out
what they like and investing in it should be the primary goal of any organization.

Reference:

Ahmed, S.M. S., Rayhan, S. J. and Islam, A. (2011). “Problems and prospects of mobile
banking in Bangladesh”. Journal of Information Engineering and Applications, 1(6).
Retrieved from www.iiste.org.bd

Shar, P. Zhao, Y. (2005.) Relationship between online Banking Service Quality and Customer
Satisfaction. (Master’s Thesis)
Chapter 2

Literature review

Kamal Quadir and Iqbal Quadir introduced BKash. When the two Quadir brothers made the
decision to provide mobile banking services to Bangladesh in the mid-2000s, they had already
seen great success in the Philippines, Kenya, and other emerging countries. The Quadir brothers
started working with Sir Fazle Hasan Abed, the founder of BRAC, in 2008 after realizing they
needed a local partner. Over the course of the next two years, they spoke with Abed. They
agreed to start a joint venture between Money in Motion and BRAC Bank in 2010. Given that
more than 70% of Bangladesh's population resides in rural regions where it is challenging for
individuals to obtain traditional banking services, bKash started in Bangladesh in July 2011 with
three basic services: Cash In, Cash Out, and Send Money. Over the course of that period, more
user-requested services were provided, including airtime top-up, bill payment, and train and
movie ticket sales. Given that it now has a mobile application of its own, it has been named the
greatest innovation in Bangladesh Innovation Award 2018's Financial Innovation Category for
its straightforward and practical features. BKash has established a knowledgeable network of
retailers with simple access. With a large distribution network that includes more than 100,000
Agents covering every district and Thana and about 300 BRACBank ATMs, consumers can easily
access bKash services nationwide. Customers in rural areas have become interested in bKash
because of its aggressive marketing approach. Because USSD was inexpensive and accessible,
the enabling environment created by Bangladesh Bank was particularly favorable for the
establishment of non-MNO led service providers (PRI, 2016).

BRAC Bank Limited, Bangladesh, and Money in Motion LLC, America, formed bKash as a joint
venture in 2011. The Bill & Melinda Gates Foundation invested in the business in March 2014,
the International Finance Corporation (IFC), a member of the World Bank Group, became an
equity partner in April 2013, and in April 2018, Ant Financial, the company that runs Alipay (a
subsidiary of the Chinese e-commerce giant Alibaba Group), announced a partnership to
advance financial inclusion for Bangladesh's underbanked and unbanked communities. Later, in
November 2021, bKash disclosed a SoftBank Vision Fund 2 investment to advance financial
inclusion by creating a digital financial ecosystem in Bangladesh. The success of bKash is partly
due to its emphasis on helping the underprivileged. A simple user interface that can be used by
the least expensive ($15) handset was crucial. Smartphones would make it simple to deploy
mobile money, but that would confine the service to just wealthy clients, defeating the goal of
reaching the unbanked and underprivileged. bKash used USSD so that anybody could access the
bKash platform by calling an access code, independent of the handset's level of sophistication.
References
https://en.wikipedia.org/wiki/BKash#:~:text=bKash%20launched%20in%20July
%202011,services%20is%20difficult%20for%20people.
https://www.thedailystar.net/the-story-of-bkash-21235
https://www.academia.edu/31991544/Report_On_Overview_of_bKash

Chapter: 4 Research methodologies

Methods of research used

The aim of this study was to examine the impact of bKash mobile banking service quality
dimensions on customer satisfaction by the BRAC bank. In the present study, methodology is
taken to indicate the underlying principles and methods or organizing and the systems or inquiry
procedure leading to completion of the study. This chapter deals with various methodological
issues relating to the study like profile of the sample unit, sample size of the respondents, sources
of data etc.
The method we used for this research was online survey method where the target respondents
were presented with some hypothetical questions and asked to rate each question according to
their experiences. We Used “Google Form” to conduct the survey questionnaires.

Respondents and sampling procedure

Sampling Size of respondents

One of the most important problems in planning a sample survey is that of determining how
large a sample is needed for the estimates to be reliable enough. Due to resource and time
constraints, a sample size of 60 is used in this research. At the time of selecting the sample the
most considerable thing was that the customers who have direct relation with the bKash mobile
service.
Sampling Method
In the case of choosing the sampling method, here the priority was random sampling method.
Considering this method in mind here, we have tried to focus on those samples which were easy
to get access.

Research Instruments

With the intention to achieve the objectives of the study defined above, these questions were
recognized in favor of research, the followings are outlines of questionnaires that were used as a
research instrument to find out the required data:

 To what extent is the influence of Demographics Factor in the direction of the Customer
satisfaction?
 How much Customer Support available to them & their significance to the achievement
of Customer satisfaction?
 What is the consequence of Transactions efficiency to the achievement of Customer
satisfaction?
 To what extent is the influence of Service Security toward the achievement of Customer
satisfaction?
 To determine how much the implication of Ease of Access to the achievement of
Customer satisfaction?
 To what extent is the influence of Performance toward the achievement of Customer
satisfaction?
 What is the overall satisfaction level of BKash mobile banking service users?

Data gathering procedures

Source Of Data:
At the time of conducting this research, data was collected from both primary and secondary
sources. The study is mainly based on primary research.
Primary Data
The primary sources of data were the Survey From which was conducted online. The collected
data have been processed, tabulated, and analyzed in the logical manner.
Secondary Data
The secondary sources include different web sites books, journals, annual report and unpublished
research works. The collected data have been analyzed thoroughly.

Statistical treatment of data

The relationship of the proposed model and the properties of the scale were analyzed using the
Statistical Package for Social Sciences (SPSS) & MS Excel. Usage of the statistical techniques
was according to commonly accepted research assumptions where appropriate. Likert scale was
used mostly in order to identify the respondents’ perceptions.

Chapter 5: Presentation of data and critical discussion of results

5.1 Descriptive analysis for demographic factors

Descriptive Analysis/ Statistic: Interpreting raw data into a form that is easy to recognize and
interpret; rearranging, sorting, and manipulating information to provide explanatory information
are all examples of descriptive statistics. In this study, descriptive statistics were used to describe
the demographic data of the respondents.

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Please indicate your 50 1 2 1.42 .499 .249
gender?
Which age group do you 50 1 4 1.38 .805 .649
belong to?
What is your occupation? 50 1 5 3.50 1.111 1.235
Your monthly Income 50 1 6 2.96 2.030 4.121
Valid N (listwise) 50

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Please indicate your 50 1 2 1.42 .499 .249
gender?
Which age group do you 50 1 4 1.38 .805 .649
belong to?
What is your occupation? 50 1 5 3.50 1.111 1.235
Your monthly Income 50 1 6 2.96 2.030 4.121
Valid N (listwise) 50

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
In case any problems, call 50 1 4 2.22 .815 .665
centers can be reached
immediately
Call center can describe the 50 1 4 2.14 .756 .572
step to follow and conditions
to use clearly
Customers gets the most 50 1 4 2.22 .864 .747
priority
Provides service 24/7 50 1 4 2.10 .909 .827
Valid N (listwise) 50

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
bKash is easy to use 50 1 3 1.62 .667 .444
Allows Refill/Recharge easily 50 1 4 1.74 .803 .645
bKash account is accessible 50 1 4 1.74 .853 .727
anywhere anytime
Overall benefits that bKash 50 1 3 1.82 .748 .559
offers are satisfactory
Lastly, do you think bKash 49 1 2 1.18 .391 .153
provides mobile banking
services better than it's
competitors like "Nagad,
Rocket, Upay" and etc.?
Valid N (listwise) 49

Frequency Table and Pie charts:

Please indicate your gender?

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 29 58.0 58.0 58.0
Female 21 42.0 42.0 100.0
Total 50 100.0 100.0
Which age group do you belong to?
Cumulative
Frequency Percent Valid Percent Percent
Valid 20-30 39 78.0 78.0 78.0
31-40 5 10.0 10.0 88.0
41-50 4 8.0 8.0 96.0
51-60 2 4.0 4.0 100.0
Total 50 100.0 100.0
What is your occupation?
Cumulative
Frequency Percent Valid Percent Percent
Valid Business (self-employed) 6 12.0 12.0 12.0
Govt. Job 1 2.0 2.0 14.0
Service Holder 10 20.0 20.0 34.0
Student 28 56.0 56.0 90.0
Others 5 10.0 10.0 100.0
Total 50 100.0 100.0
Your monthly Income
Cumulative
Frequency Percent Valid Percent Percent
Valid 10000-20000 21 42.0 42.0 42.0
21000-30000 6 12.0 12.0 54.0
31000-40000 2 4.0 4.0 58.0
41000-50000 4 8.0 8.0 66.0
Above 50000 9 18.0 18.0 84.0
Others 8 16.0 16.0 100.0
Total 50 100.0 100.0

On a scale of 1 to 5 how would you rate the frequency of you

using bKash's services?
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 1 2.0 2.0 2.0
2 6 12.0 12.0 14.0
3 15 30.0 30.0 44.0
4 19 38.0 38.0 82.0
5 9 18.0 18.0 100.0
Total 50 100.0 100.0

Provides security for transaction & privacy

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 23 46.0 46.0 46.0
Agree 17 34.0 34.0 80.0
Neutral 9 18.0 18.0 98.0
disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
Keeps accurate record of transactions
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 27 54.0 54.0 54.0
Agree 16 32.0 32.0 86.0
Neutral 6 12.0 12.0 98.0
Disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
Transaction process is fast
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 23 46.0 46.0 46.0
Agree 16 32.0 32.0 78.0
Neutral 9 18.0 18.0 96.0
Disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
In case any problems, call centers can be reached immediately
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 9 18.0 18.0 18.0
Agree 24 48.0 48.0 66.0
Neutral 14 28.0 28.0 94.0
Disagree 3 6.0 6.0 100.0
Total 50 100.0 100.0
Call center can describe the step to follow and conditions to use
clearly
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 10 20.0 20.0 20.0
Agree 24 48.0 48.0 68.0
Neutral 15 30.0 30.0 98.0
Disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
Customers gets the most priority
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 11 22.0 22.0 22.0
Agree 20 40.0 40.0 62.0
Neutral 16 32.0 32.0 94.0
Disagree 3 6.0 6.0 100.0
Total 50 100.0 100.0
Provides service 24/7
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 15 30.0 30.0 30.0
Agree 18 36.0 36.0 66.0
Neutral 14 28.0 28.0 94.0
Disagree 3 6.0 6.0 100.0
Total 50 100.0 100.0
bKash is easy to use
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 24 48.0 48.0 48.0
Agree 21 42.0 42.0 90.0
Neutral 5 10.0 10.0 100.0
Total 50 100.0 100.0
Allows Refill/Recharge easily
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 22 44.0 44.0 44.0
Agree 21 42.0 42.0 86.0
Neutral 5 10.0 10.0 96.0
Disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
bKash account is accessible anywhere anytime
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 24 48.0 48.0 48.0
Agree 17 34.0 34.0 82.0
Neutral 7 14.0 14.0 96.0
Disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
Overall benefits that bKash offers are satisfactory
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agree 19 38.0 38.0 38.0
Agree 21 42.0 42.0 80.0
Neutral 10 20.0 20.0 100.0
Total 50 100.0 100.0
Lastly, do you think bKash provides mobile banking services
better than it's competitors like "Nagad, Rocket, Upay" and etc.?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 40 80.0 81.6 81.6
No 9 18.0 18.4 100.0
Total 49 98.0 100.0
Missing System 1 2.0
Total 50 100.0
Reliability Analysis:

Reliability analysis could be done by the Cronbach’s Alpha ( α

Case Processing Summary

N %
Cases Valid 49 98.0
Excludeda 1 2.0
Total 50 100.0
a. Listwise deletion based on all variables in the
procedure.

Reliability Statistics
Cronbach's
Alpha N of Items
.737 19

Chapter -6

summary( demographic factor and hypothesis)

In this study, we examine the level of customer satisfaction with bKash in an environment
where numerous mobile financial services are available. Our research techniques consist of
observations and survey research. This research yields both quantitative and qualitative
information. Using structured questionnaires, data were collected from a sample of Bkash users
who utilize the service multiple times. Both open-ended and closed-ended questions have been
used to collect primary data. The questionnaire features Likertscale, Rank order scale, and
Semantic differential scale formats. We have surveyed 50 bKash customers. Several statistical
and analytical methods and tools were utilized to analyze the survey data. Using critical
thought, qualitative data are analyzed critically. A pie chart has been utilized as a graphical
representation of data analysis. Utilization of the SPSS software for data analysis.

Please indicate your gender?

We surveyed 50 bKash customers, 58% of whom were male and 42% of whom were female.

Which age group do you belong to?

The group ranges in age from 20 to 60, with the highest proportion of members belonging to
the 20 to 30 age bracket (78%) and the lowest proportion of members belonging to the 51 to 60
age bracket (4%).

What is your occupation?

During the interviews, we asked the business (self-employed), government employee, service
recipient, and student about mobile banking and the reasons for using bKash.

Your monthly Income

According to this survey, 42% of respondents with monthly incomes ranging from 10,000 to
20,000 Tk primarily use bkash.

Provides security for transaction & privacy

The majority of bkash users believe bkash protects the privacy of financial transactions.
Strongly Agree 46% in regards to the security and privacy of all transactions.

Keeps accurate record of transactions

From a customer perspective, bkash maintains a record of all its customers' financial
transactions. 54% of bkash users strongly agree that transaction records should be kept.

The transaction process is fast

The quickest way to send and receive money or make payments. bKash allows you to send
money to anyone using cutting-edge mobile phone technology. According to the survey,
approximately 46% of respondents strongly agree.
In case any problems, call centers can be reached immediately
According to the results of this survey, 48% of respondents agree that goods and services are
not always readily accessible.

Call center can describe the step to follow and conditions to use clearly
Not the majority of customers strongly agree that the steps to take and conditions to use are
not always described properly, although 48% agree.

Customers gets the most priority

They are able to satisfy the majority of client demand, which makes the majority of people
satisfied. 40% concur with giving customers priority.

Provides service 24/7

The majority of clients do not strongly agree with the Bkash service, however 36% of customers
agree with the 24/7 service.

bKash is easy to use

In this survey, the majority of customers believe bKash is the quickest and safest method of
financial transaction, and 48% strongly agree that bKash makes life easier with Send Money,
Add Money, Pay Bill, and Mobile Recharge.

Allows Refill/Recharge easily

The majority of customers (44%) strongly agree that customers can recharge whenever,
wherever, and whenever they like.

bKash account is accessible anywhere anytime

48% say the bKash Pay Bill service makes it easier to pay bills at any time and from anywhere.
Overall benefits that bKash offers are satisfactory
42% of customers can receive electronic funds into their bKash accounts via salary, loan,
domestic remittance, and other types of disbursements.

Lastly, do you think bKash provides mobile banking services better than its competitors, like
"Nagad, Rocket, Upay, etc.?
According to the report, almost 80% of respondents believe that Bkash is superior to all other
mobile banking services.

Conclusion

The outcomes of this study reveal that perceived usefulness, perceived ease of use, subjective
norms, consumer awareness, and perceived risk are crucial predictors of the adoption of mobile
banking. This study meets its objective, despite one setback. The majority of users prefer bKash
banking for a number of reasons, according to research. According to the investigation, the
most persuasive aspects of the bKash system are its utility, usability, subjective norm,
awareness, and associated hazards. These elements have a considerable and positive effect on
customers' acceptance of mobile banking solutions. The tiny sample size makes it difficult to
generalize the findings of the study.

Recommendation

It was discovered that BKash provides financial services 365 days per year via non-bank retail
agents and information and communications technology outside of conventional bank
locations. It prioritizes financial transactions involving withdrawals, deposits, cell recharges,
transfers, and payments. It is more cost-effective, dependable, rapid, and convenient than
traditional banking, and it reduces the likelihood of human error, which is common in
traditional banking. Consequently, both bKash usage and awareness should be increased.

Despite the fact that bKash has a promising future, certain restrictions were uncovered.
Operational issues Security, system design, implementation, and maintenance, improper usage
of products and services, and legal concerns are the topics of this report. Money laundering,
strategic issues, and reputational issues may be affected by insufficient legal support. The
primary challenges to the development of bKash include reputational risk if the bank fails to
deliver secure and trouble-free financial services, credit concerns, and liquidity risks. Kash
needs to relax these limits.