Observations & Probable Reason

Observation: Q-(1-5)
Majority of the people think it’s important for them to prioritize their phone quality, bKash app
features, and agents’ appearance. Most of the respondents think it’s important for bKash to
provide dedication & perform the promised service even sub-urban/rural females also agreed in
this regard.

However, in regarding the Q-4 (bKash employees have knowledge and ability to inspire trust and
confidence) males in both urban and sub-urban/rural are responses as less or even not important
for them to consider. The possible reason could be for them the transaction is important rather
than the employee’s knowledge and ability to inspire trust and confidence. Besides, there are
50% responses regarding the importance of individualized attention toward problems here few
urban males think less/ not important to focus on this aspect.

Observation: Q-(6-19)
Regarding the bKash using experience shaped by the quality of the phone, female in urban they
think positively with the statement which means smartphones might not be the only option where
they can use it, in a button phone they can easily avail the service as well. Service spots
convenience, service-related material, agents’ appearance & timing- Almost 60-65% agreed that
they had a positive experience which they had expected, whereas Urban female (profession-
others) are agreed in these aspects that they had got the service as expected. There are a number
of respondents who remain neutral in this matter which might imply no significance or ignore the
matter.

However, Some sub-urban/rural male respondents find bKash’s service-related material not easy
to understand. Regarding appearance, some sub-urban/rural males are not satisfied regarding the
neatness of employee’s/agents’ appearance.

Observation: Q-(20-41)
Regarding the interest of solving customer’s issue urban are more positive than sub-urban or
rural, which determine less customer orientation/focus/quickly assistance towards
sub-urban/rural area regarding solving problems than urban by bKash. Regarding the error-free
transaction, service availability is almost 50-65% positive response regarding the match with
expectations to reality. However, urban people relatively have a negative experience in these two
aspects than sub-urban/rural. Regarding willingness to assist customer female are got more
priority as female respond more positively in this regard. However, in sub-urban/rural they got
less priority than in urban. bKash should pay focus more to improve this aspect in
sub-urban/rural areas. The majority says the server was never unresponsive but few urban males
disagreed to this aspect. Regarding effective customer service urban females are positive towards
bKash. However, considering ‘bKash customer care employees have adequate knowledge to
answer customers’ questions’ overall 55% satisfied but urban males had experienced negative to
this aspect. Regarding safety for bKash transactions, and error-free transactions 54-58% had a
positive experience.

Observation: Q-(42-55)
Regarding instill confidence in customers’ minds through 3rd party payment & smooth user
experience with the bKash app 24/7 in general, 58-69% experienced positively whereas 9%
(mostly urban) had negative experience other remains neutral. Considering understanding
customer needs about the bank to bKash money transfer semi-urban/rural had experienced
negative than urban. Whereas surprisingly saving money during financial transaction aspects
51% experienced positive and 22% had negative. But in my opinion, negative experience should
be high enough as bKash charges more than its competitor in contrast to saving. Regarding
smooth operating experience & continuously upgrading the interface aspects 53-54% got
positive experience in reality.

Finally, we can conclude that, as a leader in the MFS industry in Bangladesh bKash need to
focus more on semi-urban/rural area in respect with customer support, and problem-solving.
Whereas urban area servers should be well maintained, app flexibility & user interface should be
more sophisticated and user-friendly and customer care should act as a ‘can-do’ attitude in every
possible problem for urban people, as urban people are more app-centric and time-sensitive than
sub-urban/rural. By the responses, it seems like females got more importance in gaining instant
service than males. It might be due to the high volume of males in customer care than females in
rush hour. Altogether, bKash is currently offering its best to offer the core need for safe money
transactions in a matter of seconds but it needs to develop more to support a large network all
over Bangladesh.