| dc.description.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. | en_US |
