E-banking: Influence of Mass Media Communication on Customers’ Satisfaction in Sylhet City, Bangladesh

Abstract

This paper sought to analyse the influence of mass communication on customers’ satisfaction regarding e-banking services, for two selected commercial banks in Sylhet city, Bangladesh. One of them is Private Commercial Bank and another one is Government Commercial Bank. A cross sectional survey was used for this research to reach the objectives and hypothesis of the study. Mass media communication is the learning of how individuals exchange information through mass media to large segments of the population at the same time. It is usually assumed to relate newspaper, periodical magazine, and book publishing, as well as radio, television and film, even via internet as these mediums are used for circulating information, news and advertising. Mass media communication is used here as an independent variable and customer satisfaction is considered as dependent variable. Total 250 questionnaires were circulated, out of which 200 were considerable for the study. Respondents are customer from aforesaid banks across Sylhet city of Bangladesh. Binary logistic regression analysis was used to estimate a model for predicting the influence of mass media communication of customer satisfaction in context of e-banking usage in Sylhet city, Bangladesh through SPSS version 22. This paper exemplify that government should ensure the availability media (i.e. Newspaper, Internet, TV, Radio) around the country to aware about development of government’s vision.