Factors Influencing Consumer Perception of Mobile Financial Services: A Case Study of bKash Among University Students

Abstract

This study explores the core factors shaping consumer perceptions of mobile financial services (MFS), focusing specifically on bKash users among university students in Dhaka city. Using a quantitative research design, the research examines the influence of perceived value, brand trust, ease of use, security of transaction, affordability, and customer engagement on overall consumer perception. Primary data was collected from 280 respondents using a structured survey and analyzed via multiple linear regression. Findings shows the brand trust, perceived value, and ease of use significantly and positively influence consumer perception. Conversely, security, affordability, and customer engagement showed no statistically significant impact within this demographic. The study concludes that for tech-savvy, younger demographics, MFS providers must prioritize building intrinsic brand trust and delivering seamless, value-driven user experiences to create a positive perception towards the brand.