Published Paper Details:

This study examines the key variables that contribute to the success of bKash, a prominent Mobile Financial Service (MFS) brand in Bangladesh, and how they impact the company's brand image. bKash has become a leading figure in the rapidly expanding worldwide MFS sector, especially in countries like Bangladesh where a significant portion of the population lacks access to conventional banking services. The study's backdrop provides a framework for the emergence of MFS, highlighting the crucial influence of technology and the distinctive demographics of Bangladesh that facilitated the growth of these services. The study aims were to ascertain the key determinants of bKash's performance, assess their impact on the company's dominance in the Bangladeshi MFS market, analyse their influence on bKash's brand reputation, and provide policy recommendations for MFS brands in Bangladesh. The findings demonstrate that technical innovation, the ability to access services using basic mobile phones, strategic collaborations, and user trust are crucial elements for the success of bKash. bKash's comprehensive understanding of Bangladesh's financial landscape, coupled with its focus on accessibility and innovation, has earned it widespread trust and loyalty. Its robust agent network and convenient services bridge the gap between traditional banking and the unbanked population, propelling it to the top of the MFS leaderboard. The report also emphasises the positive influence of bKash's achievement on moulding the public impression of mobile financial services in Bangladesh, cultivating trust, loyalty, and contentment among users. Policy proposals highlight the significance of regulatory assistance in promoting the continuous expansion of MFS in emerging countries.