The Role of Customer Service in Enhancing Customer Satisfaction: A Case Study on bKash Limited”

Abstract

In today’s digital financial landscape, mobile financial services have become an essential part of daily life in Bangladesh. bKash Limited, as the leading provider, serves millions of customers, offering convenient, secure, and accessible financial services. Ensuring customer satisfaction in such a high-stakes environment requires an effective and responsive customer service system. This report examines the role of customer service in enhancing customer satisfaction at bKash Limited, based on a combination of primary observations during my internship in the Customer Service Department and secondary data from official reports and scholarly sources. The study focuses on customer touch points, service quality, and the challenges faced by service officers in addressing customer needs. Key aspects analyzed include responsiveness, reliability, assurance, empathy, and tangibles, following the SERVQUAL framework. Findings indicate that customer service is the primary interface through which users perceive bKash. Quick problem resolution, empathetic communication, and professional handling of complaints significantly contribute to customer trust and loyalty. However, challenges such as high call volumes during peak hours, occasional system downtime, and limited follow-up on complaints can negatively impact satisfaction. Technology, including chatbots and the mobile app, enhances service efficiency but cannot fully replace human interaction, particularly for sensitive financial issues. The study concludes that customer service is not just a support function but a strategic driver of satisfaction, trust, and long-term loyalty. By improving responsiveness, strengthening follow up, investing in advanced technology, and maintaining empathetic human interaction, bKash can further enhance customer satisfaction and maintain its leadership in the mobile financial services market in Bangladesh.