The role of incentives in bKash adoption

Abstract

The present work examines how the acceptance and usage of bKash, Bangladesh's most popular mobile financial service, are affected by financial incentives (cashback, discounts, loyalty rewards, etc.). By employing a mixed-method research methodology that consolidates surveys with interviews, the study proves that incentives do not just increase user engagement but also raise the overall perception and satisfaction of the service. However, trust and ease of use remain critical to continued adoption. Incentives are most effective when they are coupled with reliability, security and user-friendly design. The results provide actionable information that bKash can use to improve its promotional measures, enhance customer retention, and promote the shift to a cashless economy in Bangladesh.