Understanding consumer perception and usage behavior of bKash services

Abstract

This report examines the perception and usage of bKash services by consumers with a specific focus on identifying the issues that influence their usage patterns and general consumer experience with the platform. With mobile financial services (MFS) rapidly developing in Bangladesh, and bKash being the pioneer of the fintech industry explains the necessity to conduct a study on how the users interact with bKash and what factors contribute to the success or failure of occasional users becoming more active users. Based on survey data and existing literature, the study intends to research the frequency of interactions users make with the services and the factors that affect the level of interaction of the frequent users as well as the non-frequent users. The report offers insights into the trends in the overall digital financial behaviour of users in the MFS ecosystem by differentiating between various kinds of users and their experiences, such as the increasing popularity of transactions conducted via an app and the emerging expectations for better quality services, clarity, and convenience. The report further suggests where users feel unsure or underserved based on the changing trends of using digital payments in Bangladesh, and how the online payment behaviors in Bangladesh are shifting. Opportunities for enhancing user interaction and evolving the overall service experience are also highlighted through this paper. The implied insights are meant to help MFS providers in enhancing customer satisfaction, driving more adoption, and strengthening long-term brand loyalty within a highly competitive and evolving market.