Assessing the Role of Digital Transformation in Strengthening Customer Engagement: A Case Study of bKash

In this study, the role of digital transformation in enhancing customer engagement in the mobile financial services (MFS) industry is explored through a case study of bKash in Bangladesh.The research was designed to find out the key digital transformation projects which bKash has done, understanding customer perceptions about digital service, understanding the relationship and analysis between features of digital transformation and customer engagement, and analysing the challenges and opportunities of digital transformation.The research method used was a mixed-method research design, which was a combination of quantitative survey data from 46 respondents and qualitative data from the interviews conducted with 4 participants.The quantitative data were analysed statistically using descriptive statistics, reliability analysis, correlation analysis and multiple regression analysis, and the qualitative data were analysed in themes.The study was adopted primarily based on the Technology Acceptance Model (TAM) with the aid of the Diffusion of Innovation (DOI)Theory.The results propose that digital transformation has a positive impact on customer engagement for bKash.The PU, TR and PS measures had strong direct effects on customer engagement.On the contrary, the POEU and DSQ measures had results were statistically insignificant.Qualitative data discussion specified some factors that influence users experience, and these are convenience, reliability, and trust.Though there are several advantages in using digital platforms like bKash, but there are some cautions and issues of being worried.Fraud and service cost is two key area of being worried.According to the findings of this research project, the significance of ongoing innovation, robust security measures, and customer-focused digital approaches are so crucial and in emerging markets Bangladesh, financial service providers should integrate these issues to succeed in the competition.