Satisfaction of Debit Card Users in Bangladesh: A Study on Sylhet City

Abstract

Debit card is an alternative to cash. In recent years, the uses of debit card have increased gradually. However, perplexity exists regarding the satisfaction of debit card users. This paper finds out the satisfaction level of debit card users and focused on different factors which determine the satisfaction of customer. The study has also highlighted the problems faced by the users of these cards as an alternative payment system. Customers' satisfaction is an uncertain concept which varies from customer to customer and it is the key differentiators for each bank's success. One hundred debit card users of selected bank are taken as sample from Sylhet city of Bangladesh. The cluster sampling method as well as random sampling method was used in selection of respondent. For measuring customers' satisfaction, a 5 point Likert scale has been used. Customer satisfaction has been measured in respect to various factors (availability of cash, ATM location, availability of different valued notes, debit card features, withdrawal limit, promptness of card delivery, security, quality of service, annual fee etc.). Findings of this study reveal that, customers are satisfied towards most of the factors. By providing different value denominated notes, increasing the number of ATM booths, reducing the annual fees and improving the service quality banks can make their customers fully satisfied.