Assessing the Determinants of Customer Satisfaction with Mobile Financial Services (MFS) in Bangladesh

Abstract

This study aims to examine customer satisfaction and knowledge gaps in Mobile Financial Services (MFS) in Bangladesh, focusing on bKash, Rocket, Nagad, Upay, and MCash. It evaluates how effectively these providers meet customer expectations and identifies gaps in service offerings. The research also assesses industry competitiveness and strategic insights in Bangladesh’s digital financial sector.

This study uses qualitative and quantitative methods to analyze customer satisfaction and knowledge gaps in Bangladesh’s MFS sector (bKash, Rocket, Nagad, Upay, MCash) through surveys, statistical tests, and strategic models. Data from 150 respondents were analyzed using SPSS to identify key factors affecting satisfaction and service quality improvement.

The study found that perceived cost has the strongest impact on customer satisfaction with Mobile Financial Services (MFS) in Bangladesh. Customers who view transaction fees as fair and affordable are more satisfied and loyal. Other factors like security, responsiveness, empathy, and reliability showed weaker effects, as users now consider them standard features. Overall, satisfaction is driven mainly by value for money, highlighting the need for transparent pricing and fair charges.