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Factors Affecting Consumer Behaviour In Mobile Financial Services In Bangladesh

Author

Listed:
  • (corresponding author) Afnaan Ahmed

    (North South University)

  • S.M. Raihan Uddin

    (North South University)

  • S.M. Rifat Hassan

    (North South University)

Abstract

The aim of the present paper is to identify the determinants of consumer behaviour of mobile financial services (MFS) in Bangladesh. Data used in the study were collected through an online survey. A total of 1,460 users of MFS in Bangladesh participated in the survey during 2021. The findings of the study show that perceived usefulness has the strongest impact on customer satisfaction, followed by perceived safety and perceived ease of use. Customer satisfaction, however, has the strongest impact on both continuance intention and recommendation intention, followed by perceived usefulness and personal innovativeness. The findings have important policy implications for financial inclusion.

Suggested Citation

  • (corresponding author) Afnaan Ahmed & S.M. Raihan Uddin & S.M. Rifat Hassan, 2022. "Factors Affecting Consumer Behaviour In Mobile Financial Services In Bangladesh," Asia-Pacific Sustainable Development Journal, United Nations Economic and Social Commission for Asia and the Pacific (ESCAP), vol. 29(1), pages 143-167, May.
    • Handle: RePEc:unt:japsdj:v:29:y:2022:i:1:p:143-167
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    References listed on IDEAS

    as
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    Keywords

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    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance

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