Determinants of customer satisfaction of mobile banking and its problems in rural areas of Moulvibazar district

P Pooja, JK Saha* and MA Rahman
Journal of the Sylhet Agricultural University, Volume 6, Issue 1 and 2, 2019, Pages 87-92

Abstract:

Mobile banking is a latterly added amenity in the banking sector that eases banking via mobile devices. The present study seeks to examine the determinants influencing customers’ satisfaction and problems of mobile banking in rural areas. Data were collected from 140 mobile banking users from Kamalganj and Sreemangal Upazila of the Moulvibazar district by using the simple random sampling procedure. Primary data were collected from the respondents through face to face interview using a structured interview schedule during the period of March-April, 2019. Multiple regression analysis was carried out to analyze the determinants affecting customers’ satisfaction of mobile banking. Major problems faced by the rural mobile banking customers were determined by using the Kruskal-Wallis test. The study showed that the easy and convenient factor of mobile banking had the most positive influence on customer satisfaction, whereas, service charge had a negative effect. Having insufficient digital skills to fully utilize mobile banking was ranked as the highest problem by the respondents. The absence of training facilities, poor network availability and lack of security in transactions were some other constraints faced by the mobile banking users in the study area. Providing with basic training facilities, launching special services for rural communities and developing strong network coverage can improve useful steps for the growth of mobile based banking system. Overall awareness of the rural people should be raised to abate the fraudulent occurrences.

Keywords:

Mobile banking, Customer satisfaction, Problems of mobile banking, Rural area


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P Pooja, JK Saha* and MA Rahman. 2019. Determinants of customer satisfaction of mobile banking and its problems in rural areas of Moulvibazar district, Journal of the Sylhet Agricultural University 6(1 and 2): 87-92.