CUSTOMER SATISFACTION OF E-BANKING SERVICE MARKETING IN BANGLADESH

Abstract

This study examines the relationship between E-banking service marketing, socioeconomic demographic characteristics, and customers’ satisfaction of five selected commercial banks in Bangladesh.  Data were collected from 350 respondents from seven administrative divisions of Bangladesh, by using structured questionnaires. Results suggest that in spite of the prevailing barriers, customers are willing to adopt E-banking services. The results show that E-banking service marketing and socioeconomic and demographic characteristics have a significant impact on customer satisfaction. It is recommended that the government should formulate effective policy and undertake necessary measures to encourage people to adopt more E-banking services in Bangladesh.