Unveiling post-COVID-19 dynamics: a comprehensive analysis of customer satisfaction and app usage at Prime Bank's Jatrabari branch

Abstract

In this study, we conducted a series of tests to explore how the COVID-19 strike in Bangladesh in 2020 affected customer satisfaction and app usage among 19 customers at Prime Banks Jatrabari branch. We set the significance level (α) at 0.05. Regarding customer satisfaction with the app, we found that there was an increase in satisfaction scores after the strike (M = 39.89 SD = ±3.755) compared to before the strike (M = 30.16 SD = ±4.086). On average customer satisfaction increased by 9.737 units with a confidence interval of [11.630 7.844] at a confidence level of 95%. The results of the paired sample t-test showed a significant difference (t (19) = 10.806, p < 0.001 two-tailed) indicating that the COVID-19 strike had a considerable impact on customer app satisfaction. Likewise, when it came to app usage, we noticed that there was an increase in weekly usage after the strike (M = 5.65 SD = 2.813) compared to, before the strike (M = 3.53 SD =2.144). On average weekly usage increased by 2.105 units within a confidence interval of [ 3.751 0.460] at a confidence level of 95%. According to the results of the paired sample t-test, there was a difference (t (19) = 2.688 p = 0.015, two-tailed) indicating that app usage was affected. These findings imply that the COVID-19 outbreak had an impact on both customer satisfaction with the app and how frequently it was used at Prime Banks Jatrabari branch. More research is needed to understand the factors behind these changes and to develop strategies, for improving customer experience and engagement in a pandemic world.