Adoption of cashless transaction and customer satisfaction: insights from emerging economy

Abstract

Purpose The study aims to assess the level of customer satisfaction and their perception of adopting cashless transactions, considering the barriers and challenges faced by customers in using cashless payment systems in the context of an emerging economy like Bangladesh. Design/methodology/approach Primary data were collected using the convenience sampling technique, targeting individuals with prior experience using digital payment systems in Bangladesh. A total of 550 questionnaires were distributed, of which 470 were returned. After thorough data validation, 348 responses were deemed suitable for analysis. The survey aimed to assess users’ perceptions of adopting cashless transactions (CLT) in Bangladesh. The study employed both descriptive and inferential statistical analyses to evaluate customer satisfaction with cashless payment systems. Findings The study reveals that customer satisfaction with cashless payment systems in Bangladesh is significantly influenced by factors such as security, usability and awareness. A positive correlation was identified between users’ familiarity with cashless payment methods and their satisfaction levels. Additionally, perceived security and convenience emerged as critical determinants of customer satisfaction. To enhance satisfaction and promote the adoption of cashless payment systems, the study recommends increasing public awareness, streamlining user experiences and implementing robust security measures. Research limitations/implications The study suggests that increasing awareness, simplifying usage and ensuring security of cashless payment systems can significantly boost customer satisfaction. Service providers should focus on improving user experience and trust, while policymakers can use these insights to promote safe and inclusive adoption of digital payment methods. Practical implications It underscores the significance of establishing trust and guaranteeing usability to facilitate greater financial inclusion. Service providers must invest in user-friendly designs and secure systems, while governments need to develop frameworks that promote safe and inclusive cashless transactions. Originality/value While existing theories emphasize the impact of trustworthiness and perceived ease of use on customer satisfaction, this study offers context-specific insights into how these factors influence customer perceptions in Bangladesh. It underscores the critical role of security and user awareness in facilitating a successful transition to a cashless economy. This study offers substantial insight into the global transition toward digital economies, especially in emerging countries poised to move from traditional to cashless banking systems.

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