Determinants influencing the choice of bKash remittance customers

Abstract

This report presents an in-depth analysis of the determinants influencing the choice of remittance customers using bKash Limited in Bangladesh. The study is based on practical experience gained during a three-month internship in the Marketing Division (Brand Department) of bKash Limited. The core research focuses on three major factors influencing customer preference in bKash remittance services: service quality (empathy and responsiveness), perceived risk and trust, and accessibility with technology adoption. Findings indicate that prompt customer service, trust in transaction security, ease of access, and user-friendly technology significantly impact customer satisfaction and loyalty. The report also discusses challenges faced during the internship, including task prioritization and field survey difficulties, along with recommendations such as enhancing cross-divisional collaboration and structured intern feedback systems. Overall, the study concludes that improving service quality, strengthening trust, and expanding accessibility are critical for sustaining growth in Bangladesh’s remittance sector.