Customer Satisfaction Regarding Electronic Payment System in Villages of North West Bengal: A Factor Analysis

Abstract

Purpose- The objective of this paper was to assess the various customer satisfaction level in the villages of ‘Malda’ district of north West Bengal. This cutomer satisfaction is regarding the effect of electronic payment system.

Design/Methodology/Approach- The paper in the first phase was exploratory in nature as the researcher explored the various customer satisfaction attributes or variables of (20 finally identified) through secondary data (research papers). In the second phase, empirical study was conducted by collecting the primary data from 100 valid respondent. Convenience sampling was used for the same purpose and demographic profile tabulations were not emphasized herewith. Five point Likert’s scale based questionnaire was used for collecting responses after personally meeting with the respondents. Furthermore, factor analysis technique through SPSS was applied for dimension reduction and reaching out to conclusions. This research paper serves as a model study for the entire research work of a researcher.

Findings- Researcher had explored total twenty (20) variables of customer satisfaction regarding the electronic payments in the villages of north West Bengal.Consequently, after the application of dimension reduction technique composition of six factors were explored. Respondents are satisfied with the electronic payment system especially for their business needs. However, the awareness for the electronic payments to be increased in rural areas.

Practical Implication-The research was practically significant villages of north West Bengal are prominently moving towards the electronic payment system. So study was practically viable from their perspective. 

Originality/Value- The research was highly original being empirical in nature and the primary data had been used for collecting the responses.