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TiTle The Impact of Mobile-Banking Service Quality on Customer Satisfaction: Evidence from the Bangladeshi Banking Sector

Abstract The primary purpose of this study is to investigate the customer’s satisfaction and awareness towards mobile banking services rendered in Bangladesh. Mobile banking services become quite popular in Bangladesh. The main concern of our study is to find whether people think or face any threat while using mobile banking services in Bangladesh.

Background of the study Bangladesh has a substantial population of having above 160 million people. Most of the people don’t have access to the conventional banking system. Mobile banking in Bangladesh starts in 2011 as a new concept in the Bangladeshi banking sector. As a massive number of people using mobile phones leads peoples to accept the concept. And people accept it overwhelmingly. Opening a general bank account in any bank is very handicapped. Also, it required some terms and conditions to be followed and maintained, which sometimes discoursed people to open a bank account. On the other hand, opening and using mobile banking is easy. Again, it doesn’t need any education requirement to maintain mobile banking effectively.

The Objective of the Study The general objective of the study is to find out the customers’ satisfaction determinants for mobile banking services. The specific objectives can be divided into the following specific objectives: 

To find out the relationships among the factors that impact customers’ satisfaction for mobile banking services.



To discover the importance of each factor.

Problem Statements As mobile banking service is introduced very recently, customer satisfaction is an essential issue for future suitability and development. We need to know the customer satisfaction of mobile banking services rendered in Bangladesh. But the study on the impact of mobile banking service quality on its customer satisfaction in Bangladesh has been done very little. Bangladeshi mobile banking service provider needs to know customer’s satisfaction level so that they can improve their service. We try to find the reasons that have an impact on customer satisfaction.

Literature Review Mobile phone usages increase dramatically over the past decade. Now a day around 90% of people has a personal mobile phone. Indeed, people having a bank account is much less than people having a personal mobile phone [ CITATION Por06 \l 1033 ]. Even in Bangladesh, only 13% of individuals have a bank account where 95% of individuals have a mobile phone (ADB 2013). In 2011, the Boston consulting group did a study about the impact of mobile banking in Bangladesh and some other South Asian countries. They show that mobile banking systems are highly accepted in Bangladesh. A study by Shibli and Tareq (2016) shows the macroeconomic antecedents and trends in mobile banking services in Bangladesh. A study conducted by BRAC University and the International Growth Center together shows that illiterate household, mainly housewives, may like to accept mobile banking if they are given a small incentive and training.

Research Question After studying some previous literature, we saw that other researchers found a relationship between mobile banking service quality and customer satisfaction. But very few research about mobile banking service quality and customer satisfaction has been done in Bangladesh. So we have some research questions to contribute in this filed. These research questions are as follow: 

Rs.Q-A: How reliability helps to escalate customer satisfaction?



Rs.Q-B: How responsibility helps to escalate customer satisfaction?



Rs.Q-C: How efficiency helps to escalate customer satisfaction?



Rs.Q-D: How assurance helps to escalate customer satisfaction?



Rs.Q-E: How tangibility helps to escalate customer satisfaction?

Methodology Study area: For this research purpose, we select 10 city corporation of Bangladesh and at least 2 Upazila Sadar from every division of Bangladesh. Target population: Our target is to collect information from a total of 20,000 people from the selected area Data collection: Our data collectors will collect data through various mobile banking agents on the field. They will be provided with a printed questionnaire by data collectors. Agents will offer those printed questionnaires to customers. Then those answered copies will be collected by data collectors. Conceptual framework: The conceptual framework that is used for this study shows that customers satisfaction of mobile banking service in Bangladesh mainly depends on reliability, responsibility, assurance,

efficiency,

Mobile Banking Service Quality

and

tangibility. reliability

responsibility

efficiency

assurance

tangibility

Research Hypothesis Our general objective is to find whether customers are pleased with the service they take from mobile banking service provided by many banks at present in our country. So we establish our null hypothesis (H0) is as follow: 

H0: there is no customer satisfaction on mobile banking service quality in Bangladesh.

By doing a study on some previous literature and theories, we presumed that the service value of mobile banking and client satisfaction in Bangladesh have a positive relation. So our alternative hypothesis is as follow: 

H1: there is customer satisfaction on mobile banking service quality in Bangladesh.

As per the conceptual framework, customer satisfaction depends on mobile banking service quality factors such as reliability, responsibility, efficiency, assurance, and tangibility. Therefore, for completing the study, we can develop it into the following five sub alternative hypotheses. 

H1-1: there exist a positive relationship between reliability and customer satisfaction of mobile banking service.



H1-2: there exist a positive relationship between responsibility and customer satisfaction of mobile banking service.



H1-3: there exist a positive relationship between efficiency and customer satisfaction of mobile banking service.



H1-4: there exist a positive relationship between assurance and customer satisfaction of mobile banking service.



H1-5: there exist a positive relationship between tangibility and customer satisfaction of mobile banking service.

Work Plan The Impact of Mobile-Banking Service Quality on Customer Satisfaction: evidence from the Bangladeshi banking sector is a vest topic to investigate. It needs lots of time to do comprehensive research on this topic. But for resource limitation, we don’t have lots of time to study this topic. So our research is estimated to complete within 8 weeks from the acceptance of our proposal. We estimated a timeline to conduct our research. We assigned the First week for writing the proposal and acceptance for proposal. Second week for generating questionnaire. Third, fourth and fifth week for data collection. Sixth week for data cleaning, analysis and interpreting. Seven and eighth week for report writing. And finally eighth week for report presentation, correction and submission The table below represents the time required for various activities to complete our research on the topic “The Impact of Mobile-Banking Service Quality on Customer Satisfaction: evidence from the Bangladeshi banking sector.” Week-

Week-

Week-

Week-

Week-

Week-

1

2

3

4

5

6

Week- Week7

8

Write the proposal, acceptance of the proposal Generating questionnaire Data Collection Data cleaning, analysis and interpretation Report Writing Report presentation, correction and submission

Conclusion Mobile banking is a new technology which helps the banking sectors to perform their task successfully and competently. Without achieving a customer’s satisfaction, no mobile banking company can continue its service. This study can indicate customers satisfaction level as a whole in the Bangladeshi perspective. Still, there are many opportunities to conduct future research on this topic.

Budget This research sample is around 20,000 people from 10 cities and 20 towns from all over Bangladesh. So, this research project needs funds estimated at around 1,00,000 BDT to complete. The budget expenditures are as follow: Expenditure

Salary and Wages Equipment Material and supplies Travel Services Others Total

Research Budget (BDT)

50,000 BDT 10,000 BDT 10,000 BDT 20,000 BDT 5,000 BDT 5,000 BDT 1,00,000 BDT

More specific break down are presented below Expenditure Salary and Wages Equipment Material and supplies Travel Service Others

Expenditure

Budget Requested

Justification

Description Academic Personnel Research Assistance Data Collector Laptop Software Printed Questionnaire Field Work

(BDT) 20,000 10,000 20,000 8,000 2,000 10,000 5,000

Car/Bus/Aircraft Rent

15,000

Data Analysis Purchase of books

5,000 2,000

collectors Sorting data Books related to research

Hospitality

3,000

Hospitality for respondents

10,000 X 2 person 2,500 X 4 person 1,000 X 20 person Depreciation Purchase 20,000 copies Training data collectors Travelling cost of data

Qualification of Key personal This study will be conducted by Md. Mosiur Rahman, a student of Bangladesh University of Professionals. He is currently studying at the Department of Accounting and Information Systems under the Faculty of Business Studies.

Reference A Joint Research by Bangladesh Bank and University of Dhaka. (n.d.). An Impact Study on Mobile Financial Services (MFSs) in Bangladesh. Department of Communications and Publications, Bangladesh Bank. Dr. Ataur Rahman, M. H. (2017). Mobile Banking Service Quality and Customer Satisfaction in Bangladesh. The Cost and Management. Porteous, D. (2006). The Enabling Environment for Mobile Banking in Africa. DFID. Sigma Islam, S. H. (2015). Determinants of Customers’ Satisfaction for Mobile Banking Service: A Study on the Private Banking Sector in Bangladesh. Journal of Business Studies, XXXVI....