Service Quality Perceptions in a Regional Setting: Mobile Financial Services Perspective

Abstract

Against the backdrop of the Covid-19 pandemic, MFS providers in Bangladesh have witnessed a remarkable surge in users, particularly in rural areas leading to 23% growth rate in 2019 to 40% growth rate in 2020. Recognizing the pivotal role of customer satisfaction in sustaining this growth, the research aims to unravel the dimensions of service quality that resonate most with regional users. This research draws on a critical review of existing literature shedding light on the historical context of technology adoption in the financial sector. A total of 110 samples were considered for the regression measures to uncover potential gaps in MFS service delivery. Aggregately, this research investigates the dynamic landscape of Mobile Financial Services (MFS) in Bangladesh, specifically exploring the service quality perceptions among regional users. However, traditional service quality models are scrutinized, and a shift towards e-service quality dimensions is proposed emphasizing efficiency, system availability, responsiveness, contact, privacy, service portfolio and empathy. By considering the nuanced nature of MFS in Bangladesh, where digital platforms coalesce with agent involvement, this research contributes valuable insights into the dimensions that matter most to the regional users.

Keywords: Mobile Financial Service, Customer Satisfaction, E-service Quality, E-S-QUAL, E-RecS-QUAL, SERVQUAL

DOI: 10.7176/JMCR/92-03

Publication date: January 31^st 2024