Factors Influencing Customer Satisfaction of Mobile Banking Services: A Study on Second - Generation Banks

Abstract

In the world of today’s telecommunication and internet based digital business economy, mobile banking is a milestone for banking sector. Like other developing countries, the service firms like mobile banking services of Bangladesh are now very much conscious about the importance of customer psychology. The main objective of this study is to identify the most influential factors of customer satisfaction of mobile banking of second - generation banks. Study mainly followed a quantitative research methodology while structured questionnaire used as main data collection instrument. In collecting primary data, survey technique used as data collection tool and random sampling procedure used for selecting respondents of this study. Data analysis performed using through ANOVA, multiple regressions, and cross tabulation. Study found that, there exist strong associative relationships between the customer satisfactions with the selected factors. It is also found that, the security and trust factor is the most influential factor where ineffective advertisement has negative influence on the customer satisfaction of mobile banking.

Keywords: Customer Satisfaction, Mobile Banking, Second - Generation Bank, Service Quality.