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Business Research Methodology

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London school of commerce | Business Research Methodology | BABS: Semester 4 | | Mashrur Sadmaan Hasan ID: 0023MSOT0613 | Dec-2013 |

bKash Customer Satisfaction Research Methodology

My research is about customer satisfaction of “cash in” and “cash out” services of bKash. I will talk about the usefulness of M-commerce by bKash and its success in Bangladesh for people with low income. For this, I will make a survey of 60 bKash customers and form 11 hypothesis’s about this. My model will show how each aspect of bKash’s services affects customer satisfaction. Using the research I will find if customers of bKash are satisfied and how bKash can improve its services.
Many new kinds of business’s have emerged due to widespread use of cell phones. The number of cell phone users in Bangladesh is increasing and therefore these kind of business’s are booming. Different kinds of services are offered by mobile banking such as balance check, transfer of funds, bill payments, cash withdrawal services. bKash offers mobile banking services around Bangladesh via agents. This service was introduced in Bangladesh by BRAC bank and Money in motion. The 3 things necessary to run business by financial institutions are gaining trust, balancing safety with choice and increasing transparency. Today, business’ are building trust of consumers through advertising and providing consumers with good service. This service is spreading in Bangladesh but if quality of this service is not good, the business will fail. Research Questions and Research Objectives
Answers to research questions will help in gaining the research objectives. They will provide information about satisfaction of customers. The 3 research questions are as follows:
•Are location of outlets convenient?
• Are network connection problems very frequent?
• Is it secure to transfer money through bKash?
The three research objectives are as follows:
• Customer satisfaction of bKash’s “Cash in” service •Customer satisfaction of bKash’s “cash out” service
• Availability of network connections for bKash’s services
These three factors will affect customer satisfaction and customer trust of bKash.

Literature Review Secondary sources are used to write a research proposal is the literature review. Reading this part is necessary to readers for understanding the literature required in writing the paper. An abstract accomplishment’s review can also be called a literature review. For a broader understanding, readers can go through all the references given in the paper. By using a cell phone as a channel, more channels can be provided to customers. This is a cheap method for consumers to access banking information, funds and payments. Also there are more than one mobile operator and many different cell phones, which make it hard for companies to serve all of them. Some cell phones use WAP, some use SMS and some use J2ME. Indian banks will target consumers who don’t have desktop internet but have a cell phone with MFC services. This will increase the success of mobile banking services. A Vital Analytics report showed that the most important reasons for using cell phone banking was to check bank balances and forty million were from urban areas. However, there is more room for development of mobile banking services in India. Though internet use is high in densely populated Australian cities, it is still hard to spread online banking. Lack of awareness and security reasons are two major reasons for this. By giving better consumer service, banks can transfer more customers to online banking and this would save operating costs. If it is easy and safe, more consumers will carry out transactions online and by mobile. One of the main reasons why Indian customers do not prefer mobile banking is because of fraud and lack of security. They want more secure transactions and online safety. Rozario F. and Abdullah D.N.M.A. carried out research to see the effect of quality of service and product on customer satisfaction. A sample of people staying in a renowned hotel in Malaysia was selected. The total number of people was one hundred and forty nine. A psychometric test was carried out on the sample to check if the questionnaire was valid and reliable. The result of the study showed that there was an important and positive relationship between the surroundings, locations and quality on customer satisfaction. Surprisingly, the relationship between customer satisfaction and food quality was negative. The main factor that gave greater customer satisfaction was the location and ambience, rather than the quality of food. This shows that the main factor for giving customer satisfaction is location. A two stage factor analysis was carried out by Mishra JK and Jain M to study the factors influencing customer satisfaction on private and public banks in India. Analyzing ten factors and five dimensions of customer satisfaction relating to private and public banks, the study showed that an organization’s most important asset was customer satisfaction. This gives an organization greater competitive advantage and helps to grow long term relationship with customers in terms of brand equity. The best way for retaining customers is to give greater customer service. Lai carried out a study with perceived value and looked at customer satisfaction in context of mobile communication. If performance is not as good as expected, the level of customer satisfaction is low. Customers might have a different reaction to the transaction when they make the transaction with the vendor, thereby affecting level of customer satisfaction. The benefit customers get in relationship to cost is customer perceived value, as explained by Anckar and D’Incau. Total perceived value depends on the amount spent by the person and the amount he gained from using that service.

Research Methodology
Both Primary & Secondary data analysis is conducted for this research.

Primary Research:
Both qualitative and quantitative data analysis will be carried out for primary research. I will carry out the primary research in two categories:

Quantitative research will be carried out by a survey questionnaire. The size of the sample of the survey will be 65. For the survey, my sample will be people of three different income levels: lower lower class (monthly income (BDT): 0-5000), middle lower class (monthly income (BDT): 6000 > 10000) and upper lower class (monthly income (BDT): 11000 > 20000). I will carry out the survey in a few areas of Dhaka.

In-depth Interview:
Other than the questionnaire, I will carry out a few in-depth interviews of bKash agents and bKash employees to analyze their views about bKash.

Secondary Research:
Other than the Primary Research, I will carry out secondary research by reading different articles from the internet. I will carry out the secondary research to find out in depth about M-commerce, history of M-commerce, future implications, M-commerce’s impact on the Bangladeshi market, and how bKash is taking over the M-commerce sector in Bangladesh.
Data collection I will get the data from both primary and secondary sources. For primary sources I will carry out quantitative research via survey questionnaire and qualitative research via in-depth interview of bKash agents and employees. Data Analysis and Interpretation
I will make the questionnaire to get basic idea about the bKash customers. I will use Frequency distribution analysis, T-testing, Descriptive analysis and Cross Tabulation Analysis. Ethical Considerations * My questions to the people will be transparent and will be carried out with proper conduct. * Data collection will be unbiased. * The respondent will be ethical.

Assumptions * Respondents tell the truth * The income of the respondents is assumed from the monthly expenditure told by respondents. The assumption might not be accurate.

About BKash, n.d. retrieved from, <>



Akinci,S.,Aksoy,S.,&Atilgan,E.(2004). Adoption of internet banking among sophisticated consumer segments in an advanced developing country. International Journal of Bank Marketing, 22(3),212-232.

Ali,SadiaSamar,&Bharadwaj,R.K.(2010).Factor analysis approach of decision making inIndian e-banking: a value adding consumer’s perspective. Retrieved from,2,6;journal,3,18;linkingpublicationresults,1:120361

Ashta,Arvind(2010).Evolution of Mobilebanking Regulations. Retrived from

Barnes,S.J.,& Corbitt B. (2003). Mobile banking: concept and potential. International Journal of Mobile Communicaions, 1(3),273-288.

Comninos,A., Esselaar, S., Ndiwalana,A., & Stork, C. (2008). Towards evidence-based ICT policy and regulation m-banking the unbanked. Retrieved from

Chung, N., & Kwon, J. S. (2009). The effects of customers’ mobile experience and technical support on the intention to use mobile banking. Cyber Psychology & Behavior,12, 539. doi:10.1089/cpb.2009.0014

KPMG International. (2012). Consumer protection: just good business. Retrieved November 30, 2012 from

Kolodinsky,J.M.,Hogarth,J.M.,& Hilgert,M.A.(2004). The adoption of electronic banking technologies by US consumers. International Journal of Bank Marketing,22(4),238-259. Peterson, Marcus. (2009).A Brief History of Internet Banking, Ezine Articles. Retrived from

Singh, S., Srivastava, V., & Srivastava, K. R. (2010). Customer acceptance of mobile banking: a conceptual framework. SIES Journal of Management, 7(1), 55-64.

Shih, G. & Shim, S. S. Y., 2002, „A Service Management Framework for M-Commerce Application‟, Mobile Networks and Application, 7, pp. 199-212.

Harris, P, Rettie, R & Kwan, CC 2005, 'Adoption and Usage of M-Commerce: A Cross Cultural Comparison', Journal of Electronic Commerce Research, vol. 6, no. 3, p. 210.

Lai, T.L. (2004), “Service quality and perceived value’s impact on satisfaction, intention and usage of short message service (SMS)”, Information Systems Frontiers, Vol. 6 No. 4, pp.353-68.

Davis, F.D. (1989), “Perceived usefulness, perceived ease-of-use, and user acceptance of information technologies”, MISQuarterly, Vol. 13 No. 3, pp. 319-40.

Feng, H., Hoegler, T. and Stucky, W. (2006), “Exploring the critical success factors for mobile commerce”, Proceedings of the International Conference on Mobile Business (ICMB‟06), Copenhagen, Denmark.

Osman, H. & Taylor, H., „Towards a Reference Model for M-Commerce over Ad Hoc Wireless Networks, School of Mathematical & Computer Sciences, Heriot-Watt University, Edinburgh.

Wang, Y.D. and Emurian, H.H. (2005), “An overview of online trust: concepts, elements, and implications”, Computers in Human Behavior, Vol. 21 No. 1, pp. 105-25.

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