Does Agent Banking Services Delivery Channel Increase Customer Perceptions? Evidence from Bangladesh during COVID-19

Abstract

The purpose of this study is to investigate how different consumer perceptions emerged as a result of agent banking during the COVID-19 survey. In order to collect data from a variety of banking institutions in Bangladesh, a questionnaire in the form of a survey was delivered to five of the banks in the nation. The interview procedure, which ultimately led to the collection of data, was completed by a total of 240 users of the platform. The study uses regression analysis to get at its result, which is that different agent banking channels provided by various banks have a significant and positive relation on customer perceptions, which helps banks earn revenue. This conclusion was reached in order to support the hypothesis that the agent banking channels were responsible for the observed relationship. Relationship marketing strategies, on the other hand, have the potential to convert those who do not have bank accounts into loyal customers. Additionally, elements such as reliability and convenience of agent banking have been recognised as having a negative impact on customer perceptions, which has led to the conclusion that these aspects contribute to the overall trend. It's possible that those responsible for additional research and actions, such as decision-makers, government agencies, banks, and academics, will find this helpful.