




































American Finance & Banking Review 

 Vol. 6, No. 1; 2021 

ISSN 2576-1226    E-ISSN 2576-1234 

Published by CRIBFB, USA 

 

14 

CUSTOMERS’ ASSESSMENT ON E-BANKING SERVICE 

QUALITY IN BANGLADESH: CHALLENGES AND 

STRATEGIES 
 

 

Dhiman Barua  

Assistant Professor 

 Faculty of Business Administration 

 BGC Trust University Bangladesh 

 M.Phil Researcher  

Department of Finance, Jagannath University, Bangladesh 

E-mail: dhiman@bgctub.ac.bd 

 

S. M. Akber 

Lecturer 
 Department of Business Administration 

 Ranada Prasad Shaha University, Bangladesh  

 M.Phil Researcher  

Department of Finance, Jagannath University, Bangladesh 

E-mail: akber@rpsu.edu.bd 

https://orcid.org/0000-0002-0267-3626 

 

 

Received: October 04, 2021  Accepted: October 31, 2021  Online Published: November 26, 2021 

 

DOI: 10.46281/amfbr.v6i1.1456         URL: https://doi.org/10.46281/amfbr.v6i1.1456 

 

 

ABSTRACT 

This paper attempts to investigate to understand customers’ evaluation regarding service quality 

of e-banking in Bangladesh. It also examines the major challenges and required strategies for 

promoting e-banking. To conduct the study, a total number of 205 respondents were taken as 

sample from Chittagong region by using simple judgmental sampling technique. A face-to-face 

interview method was followed by using a structured questionnaire to collect the data. Five 

points Likert scale was used to examine the customers’ evaluation on the service quality and 

through statistical measures it analyze the problem. Garret’s ranking technique was applied to 

rank the qualitative data for analyzing challenges and required strategies of e-banking. The 

study reveals that from the customers’ assessment, e-banking saves time and hazard, facilitates 

quick and easier access to information, speedy transaction, receiving service easily, ensures 

accuracy, effectiveness and security, provides versatile service, anytime, anywhere banking 

facility. The study also found that technological disturbance, insufficient infrastructure, 

unavailability of service in rural areas, high service charge are the major challenges of e-

banking service in Bangladesh. The customers suggests to develop infrastructure, upgrade 

mailto:akber@rpsu.edu.bd


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technology, increase security measure, enhance promotion for developing customers’ awareness, 

introduce innovative initiative of Bangladesh bank, extend service across the country etc.  

 

Keywords: E-Banking, Service Quality, Customers’ Assessment. 

 

JEL Classification Codes: G21, L15. 

 

INTRODUCTION 
There has been a significant change in the banking operation for the last few decades across the 

world due to quick change of technology. Banks are receiving updated technology for rendering 

new and better service and meeting competition in the market. E-banking is one of the methods 

of banking that rely on the best use of technology.  

The improvement of information technology and the accessibility of the internet have 

made it possible that one can take banking service from a remote area without stepping into a 

physical financial structure (Bruene, 2002). E-banking provides different information to 

customer through computer, telephone or mobile phone (Daniel, 1999). It allows customers to 

perform different transactions including account transfers, balance inquiries, online loan and 

credit card applications, bill payments staying away from banks. Comparing with traditional 

banking system, e-banking facilitates customers to receive 24-hour services, transactions at low 

cost, more secured transactions, higher volume of transactions at minimum time, more accurate 

transaction (Nasri, 2011). 

In Bangladesh, e-banking service is expanding rapidly as the people intension to adopt 

new technology is growing day by day. It has got massive prospective to open up new window of 

opportunity to the existing banks and financial institutions in our country. The initiative of 

Bangladesh Bank encourages bank financial institutions to promote e-banking. The e-banking 

service of foreign and local private commercial bank is better in consideration with state-owned 

commercial banks (Huda & Chowdhury, 2017). Banks are trying to render new and updated e-

banking service to attract and retain customers. Having huge demand from retail customers and 

business community e-banking is still at a budding state due to some constraints like inadequacy 

of reliable and secure information infrastructure, poor network connectivity, high internet charge, 

lack of IT literacy of customers, insufficient legal and regulatory framework, huge investment 

requirement for adopting new technology etc. (Sadekin & Shaikh, 2016). Bangladesh bank needs 

to take several innovative initiatives to boost e-banking service across the country. Commercial 

banks should also come forward to introduce new technology in their banking operation for 

ensuring customers’ satisfaction and meeting global challenge.  

There were very few studies conducted on e-banking practices in Bangladesh particularly 

no comprehensive study has yet been conducted regarding customers’ assessment. Besides, the 

challenges of adopting e-banking along with the required strategies to be followed were not 

covered in the previous studies. The focus of this study is to fulfill the gap. 

 

LITERATURE REVIEW 

E-banking is the latest development in financial services by bank financial institutions through 

taking the benefits of the Internet’s power and access to cope with the accelerating pace of 

changing global business (Mia et al., 2007). The term “e-banking” refers to a banking system in 

which customers are able to conduct their banking operation electronically without visiting a 

bank branch (Simpson, 2002). Burr (1996) defines e-banking as a banking system that connect 



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16 

the bank and customer digitally for preparing, managing and controlling financial transactions. It 

is not a product or service of a bank; rather it indicates the way of managing banking operation.  

E-banking offers better banking experience to customers and provide new and updated 

banking services for greater satisfaction. E-banking ensures convenience and flexibility in 

banking transaction. It also provides transaction related benefits like easy transfer, quick 

transaction, saves cost and time (Ahmed et al., 2012). Sadekin and Shaikh (2016) studied on 

effect of e-banking on banking sector of Bangladesh and observed that e-banking requires less 

human resource, reduces carrying cash, provides shopping and other facilities by using cards, 

demands less documents in banking operation. E-banking services allow banks to reduce 

infrastructure cost. It is believed that the e-banking increases the profitability of banks through 

reducing the cost and provides additional benefits to customers as well (Halperin, 2001).  

Howcroft and Durkin (2003) decorated that online banking technology assist to build a good 

relationship between bank and customers. They revealed that successful adoption of modern 

technology in banking sector can increase average productivity, efficiency and profitability of 

banks. Al-Amin and Rahman (2010) stated that better IT infrastructure, internal network and 

country domain are the major issues for the promotion of online banking in Bangladesh. Sadekin 

et al. (2019) found that customers trust on e-banking depends on security system, customers 

awareness, academic qualification, authentication of e-transaction, service quality of banks, 

bankers behavior etc. Liao and Cheung (2002) revealed that customers expectation regarding 

accuracy, security, quick transaction, flexibility, user friendliness, convenience were the most 

important quality attributes that perceived usefulness of internet based e-retail banking.  

Banking sector in Bangladesh have been facing a number of challenges such as lack of 

technological skill of both bankers and customers, absence of centralized country wide data 

based system, high cost of adoption of new technology in banking system, absence of integrated 

e-banking service plan among banks, lack of proper initiatives of Bangladesh Bank, different 

software for different banks, legal bindings and inappropriate policy frameworks (Uddin et al., 

2016). Baten and Kamil (2010) argued that Bangladeshi customers of do not have enough 

knowledge of e-banking which restrict to extend e-banking in Bangladesh. Sadekin and Shaikh 

(2016) observed that customers feel insecurity from hijacker to withdraw and deposit money 

from ATM booths and it risks; market risks; and liquidity risks. Rahman (2008) observed that 

online banking in Bangladesh faces several constraints like lack of safe telecommunication 

infrastructure, poor network facility, lack of skilled human resource and training facilities, 

absence of supportive policies, guidelines, rules and regulations relating to e-transactions and the 

like. Alam et al. (2007) assessed the development and prospects of Internet Banking in 

Bangladesh and observed that lack of necessary infrastructure is the key challenge for adopting 

internet based banking system in the country. They also found that nationalized commercial 

banks still failed to implement modern internet banking system due to lack of proper initiative 

from Bangladesh Bank. Mattila and Mattila (2005) also claimed that security system is the main 

barrier to adopt e-banking and introduce new technology in the banking operation. They also 

observed some other social and psychological factors influence customers to receive digital 

banking system. Akber (2020) made a research on comparing the performance of traditional 

private commercial banks and Islamic banks in Bangladesh. He used a sample of five traditional 

commercial private banks and five Islamic banks. He came with an outcome that private 

commercial private banks perform better in providing e banking services compared Islamic 

banks in Bangladesh.  



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Uddin et al. (2016) recommended to increase promotion through advertisement, reduce 

charge on e-banking products or services, improve security counter measures, introducing new 

technology in the banking operation, and provide training to employees by the commercial 

banks. Khanam and Alam (2018) studied on factors affecting the adoption of internet banking 

and stated that banking sector of Bangladesh should focus on improving ICT infrastructure, 

strengthening security system, improving customer awareness, developing long term strategic 

plan to promote e-banking system. They also mentioned the participation of government to 

improve legal framework and policy guideline. Nelubiri and Sinti (2006) argued that banks 

should different initiatives for increasing awareness of customers and building positive 

perception and mindset to accept internet technology in conducting banking activities.  

 

OBJECTIVES OF THE STUDY 

The objectives of the study are: 

i) To present the customers’ evaluation on the e-banking service quality. 

ii) To identify the major challenges and required strategies for promoting e-banking 

from customers’ perspective.  

 

RESEARCH METHODOLOGY 
This is particularly a descriptive study based on collected data from primary sources. Data were 

collected from a sample of 205 respondents and a simple judgmental sampling technique was 

used to detect the respondents. A structured questionnaire was developed and a face to face 

interview method was followed to collect the data. The questionnaire contained two parts. Part I 

contained customers’ evaluation on the e-banking service quality. Five points Likert Scale (from 

1- strongly disagree to 5- strongly agree) was used to assess the perceptions. In part II, major 

challenges and required strategies for promoting e-banking were assessed by using Garret table 

rating scale to rank qualitative data in a higher priority entitling 1 to lowest priority.  

Customers’ evaluation on e-banking service quality were analyzed in a descriptive, 

multidimensional manner using SPSS 16.0 software and frequencies, percentage, mean, standard 

deviation were computed to analyze the problem. To analyze the challenges and strategies of e-

banking, Garret’s ranking technique (Masukujjamam et al., 2016) was used. It was calculated as 

percentage score and the scale value was obtained by employing Scale Conversion Table given 

by Henry Garrett. The percentage score was calculated as follows  

Percentage score = 100(Rij-0.5)/ Nij) 

Where Rij is the rank given for ith item jth individual 

Nij is the number of items ranked by jth individual. 

Using Scale Conversion Table of Henry Garrett, the percentage score was obtained for all ranks. 

The score value (fx) was calculated for each factor by multiplying number of respondents (f) 

with respective scale value (x). The total scores were computed by adding the score value (fx) of 

each rank for every factor. The mean score was then calculated to know the order of perception 

given by the respondents. 

DATA ANALYSIS 

Customers’ Assessment on E-Banking Service Quality 

Saving time and hazard: Table 1 shows the customers’ assessment on “e-banking saves time and 

hazard”. In response to the statement, majority of the respondents (52.2%) agreed on the 



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statement and a good percentage of respondents (22.4%) strongly agreed on the issue. The mean 

of the responses is also high (3.8878). Standard deviation is relatively low (0.88123) which 

indicates a greater consistency in the response to the statement.   

 

Table 1. Savings time and hazard 

 

 

 

 

 

 

 

 

 

 

 

                                   Source: Field survey 

 

Quick and Easier Access to Information: Customers’ assessment on “e-banking facilitates 

quick and easier access to information of clients” is shown in table 2. Highest 44.4 percent of the 

respondents agreed on the statement followed by 24.9 percent felt neutral. The mean of the 

responses is not much high (3.4829) and the value of standard deviation (1.08734) indicates 

comparatively less consistency in the response.  

 

  Table 2. Quick and easier access to information 

 

 

 

 

 

 

                                                       Source: Field survey 

 

Versatile service facility: The response of the Customers’ assessment on “e-banking offers 

versatile service facility” is shown in table 3. Majority of the respondents (45.4 percent) support 

the issue whereas a high portion (28.8 percent) of respondents felt neutral. The average response 

(3.4439) on the statement is not much high. 

 

Table 3. Versatile service facility 

 

Responses Frequency Percent  

Strongly disagree – 1 6 2.9  

Disagree – 2 5 2.4 Mean   3.8878 

Neutral – 3 41 20.0 Std. Deviation 

.88123 

Agree – 4 107 52.2  

  Strongly agree – 5 46 22.4  

Total 205 100.0  

Responses Frequency Percent  

Strongly disagree – 1 16 7.8  

Disagree – 2 18 8.8 Mean 3.4829   

Neutral – 3 51 24.9 Std. Deviation 

1.08734 

Agree – 4 91 44.4  

  Strongly agree – 5 29 14.1  

Total 205 100.0  

Responses Frequency Percent  

Strongly disagree – 1 6 2.9  



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Source:  Field survey 

 

Speedy transaction: Customers’ evaluation on “e-banking facilitates speedy transaction” is 

shown in table 2. On the issue, 50.02 percent respondents agreed on the statement and 28.3 

percent highly strongly agreed on it. The mean score is also high (4.0439) which represent 

customers’ confidence on the facility.  

 

Table 4. Speedy transaction 

 

 

 

 

 

 

 

Source: Field survey 

Security system: Table 5 shows the customers’ evaluation on “security system of e-banking is 

high.” In response to the statement, 40 percent respondents felt secured on e-banking system 

followed by 24.9 percent felt neutral on the statement. A good number of respondents (18.5 

percent) disagreed on the security system of online banking. The mean of the response is 

comparatively low (3.1756).  

Table 5. Security system 

 

 

 

 

 

Source: Field survey 

Easy to receive banking service: Table 6 shows the customers’ perception on “e-banking 

services are easy to receive”. In response to the statement, highest 45.4 percent of the 

respondents agreed on the statement followed by 23.9 percent felt neutral. The mean of the 

Disagree – 2 28 13.7 Mean 3.4439 

Neutral – 3 59 28.8 Std. Deviation .94091 

Agree – 4 93 45.4  

  Strongly agree – 5 19 9.3  

Total 205 100.0  

Responses Frequency Percent  

Strongly disagree – 1 0 0.0  

Disagree – 2 5 2.4 Mean 4.0439  

Neutral – 3 39 19.0 Std. Deviation .75604 

Agree – 4 103 50.2  

  Strongly agree – 5 58 28.3  

Total 205 100.0  

Responses Frequency Percent  

Strongly disagree – 1 19 9.3  

Disagree – 2 38 18.5 Mean 3.1756 

Neutral – 3 51 24.9 Std. Deviation 1.08734 

Agree – 4 82 40.0  

  Strongly agree - 5 15 7.3  

Total 205 100.0  



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responses is also high (3.8878). Standard deviation is relatively low (0.88123) which indicates a 

greater consistency in the response to the statement.  

Table 6. Easy to receive banking service 

 

 

 

 

 

 

Source: Field survey 

Anytime, anywhere banking facility: Table 7 shows the customers’ assessment on “e-banking 

offers anytime, anywhere banking facility”. In response to the statement, majority of the 

respondents (45.4%) agreed on the statement and a high percentage of respondents (22.4%) felt 

neutral on the issue though a good percentage of respondents disagreed (13.2%) on it.  The mean 

of the responses is also high (3.9659).  

 

Table 7. Anytime, anywhere banking facility 

 

 

 

 

 

 

Source: Field survey 

Accuracy and effectiveness of banking system: Customers’ perception on “e-banking provides 

accurate and effective banking system” is shown in table 8. Highest 42 percent of the 

respondents agreed on the statement followed by 27.3 percent felt neutral. Besides, 18 percent 

respondents strongly agreed on it. The man score is average (3.6049) but standard deviation is 

little bit higher (1.02660).  

 

Table 8. Accuracy and effectiveness of banking system 

 

Responses Frequency Percent  

Strongly disagree – 1 11 5.4  

Disagree – 2 27 13.2 Mean 3.4585 

Neutral – 3 49 23.9 Std. Deviation 

1.04059 

Agree – 4 93 45.4  

  Strongly agree – 5 25 12.2  

Total 205 100.0  

Responses Frequency Percent  

Strongly disagree – 1 3 1.5  

Disagree – 2 16 7.8 Mean 3.9659 

Neutral – 3 29 14.1 Std. Deviation .94651 

Agree – 4 94 45.9  

  Strongly agree – 5 63 30.7  

Total 205 100.0  

Responses Frequency Percent  

Strongly disagree – 1 10 4.9  

Disagree – 2 16 7.8 Mean 3.6049 

Neutral – 3 56 27.3 Std. Deviation 1.02660 



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Source: Field survey 

Challenges of E-banking 

E-banking facilitates customers to access their accounts, obtain information, and transfer money 

between different accounts and making payment via online channel. Customers can enjoy 

anytime, anywhere banking facilities and receive wide range of service across the country.  

Despite the different attractive issues, adoption of e-banking faces a number of challenges in 

Bangladesh. The challenges of e-banking from the realization of customers are shown in table 9. 

 

Table 9. Challenges of e-banking 

Source: Field survey 

Agree – 4 86 42.0  

  Strongly agree - 5 37 18.0  

Total 205 100.0  

 

Challenges of       

e- banking 

 

1 

 

2 

 

3 

 

4 

 

5 

 

6 

 

7 

 

Total 

Total 

Garrett 

Score 

 

Mean 

Score 

 

Rank 

System 

complexity 

f 18 36 13 40 42 27 29  

205 

 

9872 

 

48.16 

 

5 

fx 1422 2376 741 2000 1806 918 609 

High service 

charge  

f 27 20 38 35 45 29 11  

205 

 

10521 

 

51.32 

 

4 

fx 2133 1320 2166 1750 1935 986 231 

Insufficient 

infrastructure 

f 39 48 26 27 15 29 21  

205 

 

11153 

 

54.40 

 

2 
fx 3081 3168 1482 1350 645 986 441 

Lack of 

knowledge of 

customers 

f 13 29 37 31 13 36 46  

205 

 

9349 

 

45.60 

 

6 

fx 1027 1914 2109 1550 559 1224 966 

Technological 

disturbance 

f 44 38 31 29 20 20 23  

205 

 

11224 

 

54.75 

 

1 
fx 3476 2508 1767 1450 860 680 483 

Unavailability 

of service in 

rural areas 

f 40 24 32 27 28 30 24  

205 

 

10652 

 

51.96 

 

3 

fx 3160 1584 1824 1350 1204 1020 504 

High 

investment in 

automation & 

maintenance 

f 24 10 28 16 42 34 51  

205 

 

8985 

 

43.83 

 

7 
fx 1896 660 1596 800 1806 1156 1071 

  79 66 57 50 43 34 21 



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            Customers perceived the technological disturbance as the first challenge (mean score 

54.75) to implement e-banking system. Insufficient infrastructure (mean value 54.40) is placed at 

the second position in the table followed by unavailability of service in rural areas (mean value 

51.96). Slow response of internet connection and sometimes internet connection break down 

which make interrupt the e-banking system. E-banking system in Bangladesh is still suffering 

from lack of updated and innovative IT resources and power backup for running the operation 

smoothly. High charge of services and different hidden cost in addition with complexity in 

operational system discourage customers to accept online banking. Thus customers considered 

high service charge and system complexity as the fourth and fifth challenge respectively.  

Customers also realized that their lack of knowledge and high investment in automation & 

maintenance are least important challenges to implement e-banking system. 

Strategies required to improve e-banking: 

To meet the challenges and provide better banking service banks need to develop strategic plan 

for promoting e-banking system. The required strategies from the assessment of customers are 

showed in table 10.  

 

Table 10. Strategies 

 

Strategies 

 

1 

 

2 

 

3 

 

4 

 

5 

 

6 

 

7 

 

8 

 

Total 

Total 

Garrett 

Score 

 

Mean 

Score 

 

Rank 

Increasing 

promotion to 

build 

customers’ 

awareness 

f 24 29 42 33 20 19 15 23  

205 

 

10787 

 

52.62 

 

4 fx 1920 1943 2520 1749 940 760 495 460 

Offering 

cheap and 

attractive e-

banking 

product 

f 11 15 16 29 28 37 40 39  

205 

 

9278 

 

45.26 

 

7 fx 800 1005 960 1537 1316 1480 1320 780 

Development 

of 

infrastructure 

F 51 32 30 22 18 16 21 15  

205 

 

11669 

 

56.92 

 

1 Fx 4080 2144 1800 1166 846 640 693 300 

Upgrading 

technology 

F 23 27 44 35 26 30 13 07  

205 

 

11135 

 

54.32 

 

2 Fx 1840 1809 2640 1855 1222 1200 429 140 

Innovative 

initiative of 

Bangladesh 

bank 

F 20 17 26 30 39 29 28 16  

205 

 

10126 

 

49.40 

 

5 Fx 1600 1139 1560 1590 1833 1160 924 320 

Training bank 

officials on 

online 

banking 

F 16 19 21 21 23 29 30 46  

205 

 

9077 

 

44.27 

 

8 Fx 1280 1273 1260 1113 1081 1160 990 920 

Increasing 

security 

F 37 41 16 24 14 22 23 28     



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Source: Field survey 

 

Customers perceived that the infrastructure of e-banking should be developed and placed 

at first position on the needed strategy (mean value 56.92) followed by upgrading technology 

with a mean value of 54.32. Commercial banks need to be updated with race of the innovative 

world and introduce new technology in rendering service. Besides the commercial banks, 

government has to take initiative to improve infrastructure including power supply. Customers 

have fear about the security of their fund, transaction, information. Thus they placed increasing 

security system in third position and expect that bank will take different measures to improve 

security system and customers’ confident. Customers are not conscious about different e-banking 

service and feel doubt to receive innovative products. Customers perceived that banks should 

focus on building customers awareness by arranging several promotional campaign. Innovative 

initiative of Bangladesh bank and extension of service across the country are also considered as 

important strategy from the view point of customers. Still rural areas in Bangladesh are not under 

the shadow of modern banking service where a large portion of total population lives in village.   

CONCLUSION 

E-banking is now a global phenomenon. It is an invaluable and powerful tool driving 

development, supporting growth, promoting innovation and enhancing competitiveness  

Bangladesh has a good prospect of e-banking as the number of internet and modern technology 

users are increasing rapidly in the country. E-banking makes banking system easier, faster and 

accurate and extends banking service into a wide range. This paper assessed the customers’ 

evaluation on the service quality of e-banking. This paper also studied the major challenges and 

required strategies for promoting e-banking in Bangladesh. There are a number of limitations 

which might influence the result of the study. The sample size of the study was not necessarily 

representative of the country’s population as a whole as samples are taken from Chittagong 

district and ignored the other region of the country. The size of the sample is small. The research 

would have been more reliable if a greater size of sample had been used. It highly recommends 

future research to address all these concerns. 

 

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45.52 

 

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AUTHOR CONTRIBUTIONS  

Conceptualization:  Dhiman Barua, S. M. Akber  

Data curation: Dhiman Barua, S. M. Akber  

Formal analysis: Dhiman Barua, S. M. Akber  

Funding Acquisition: Dhiman Barua, S. M. Akber  

Project Administration: Dhiman Barua  

Software: S. M. Akber 

Validation: Dhiman Barua, S. M. Akber  

Writing – Original Draft: Dhiman Barua, S. M. Akber  

Writing – Review & Editing: Dhiman Barua, S. M. Akber  

 

CONFLICT OF INTEREST STATEMENT 

The authors declare that they have no competing interests.  

 

COPYRIGHTS  

Copyright for this article is retained by the author(s), with first publication rights granted to the 

journal. This is an open-access article distributed under the terms and conditions of the Creative 

Commons Attribution license (https://creativecommons.org/licenses/by/4.0). 


