Does agent banking services delivery channel increase customer perceptions? evidence from Bangladesh during COVID-19

Abstract

The study identifies the impact of agent banking on customer perceptions during COVID-19. Data have been collected from five banks in Bangladesh through a survey questionnaire. Data were collected from 240 users with an interview schedule. With regression analysis, the study finds that agent banking channels of different banks have significant and positive relation on customer perceptions which help the banks to increase revenue. Besides, relationship marketing strategies may convert unbanked people into customer loyalty. Moreover, factors are identified such as reliability and convenience of agent banking have crashed on customer perceptions. This may be of assistance to the policymakers, agents, banks, Bangladesh bank, academicians for further research and actions.