Customer acceptance of internet banking services in Bangladesh: the case study of Bank Asia Limited

Abstract

This report mainly focuses on customer acceptance of Internet banking in Bangladesh: in context of Bank Asia Limited. First of all, it has provided a literature overview on the emergence and functions of internet banking in Bangladesh perspective. It has focused on customer satisfaction and their feedback on Bank Asia’s Internet Banking services. The study focuses on the special service packages offered by Bank Asia and their utilities. A questionnaire consisted of 25 questions were prepared and necessary data were collected from 100 regular customers of the bank. Both negative and positive reviews on internet banking were collected. Regression analysis has been conducted to show the variability of relationship between customer satisfaction and internet banking. For customer satisfaction aspects such as age, profession, preferences have been considered. All the data has been considered via nominal or ordinal scale. Regression analysis has been conducted in two phases: Linear and Multiple Regression. Linear regression has focused each time on a dependent variable and its related independent variable. Multiple Regression analysis has considered one single dependent variable-customer satisfaction and several independent variables such as convenience prompt services etc. The study shows overall satisfaction and positive feedback about internet banking. However, bank’s card division needs to improve their services and be more customer-oriented. In graphical chart, customer acceptance of internet banking has been demonstrated in terms of age, profession, preferences, frequency of usage etc. Customers have been categorized according to gender or profession. Income category and the percentage of household that is transferred to Internet banking account were also defined properly. Through multiple regressions, it has been determined how much the independent variables can really affect the dependent variable-customer satisfaction. Thus necessary results supporting the customer satisfaction of internet has been found. Reliability analysis has been conducted to relate the variables properly and to certify that their relationship is reliable and valid. All the data has been provided as input in spss first and analyzed using the analyze tool. This report emphasizes on the terms and techniques of internet banking and customers' acceptance. The overall analysis demonstrates the statistical significance of regression analysis in measuring customer satisfaction properly.