Impact Of Unique Selling Proposition (UPS) On Customer Satisfaction Attitude And Their Future Interest For Easypaisa

Abstract

This research study is based on the qualitative and quantitative research which is conducted on mobile banking service in Islamabad & Rawalpindi. This research study is a combination of four components of Unique Selling Proposition (USP); Satisfaction, Awareness, Trust and Commitment. The entire four components make contribution in building Unique Selling Proposition which will enhance Customer’s Satisfaction Attitude. The main purpose of this study is to measure the Customer’s Satisfaction attitude and their future interest for Easypaisa. The selected service is examined in term of Satisfaction, Awareness, Trust and Commitment through a set of closed and open ended questionnaire containing the total sample size of 120 respondents. The purpose of open ended questions is to define the customer’s satisfaction level through their suggestions. Their opinion regarding price and security issues are discussed in this study which helps this research study in fulfilling the main purpose of the survey. Findings: The findings of this study are that customers are fully satisfied with the mobile banking service and they are completely aware with the service through media. They are more intended to use that company’s service for which their level of interest is high. Customers have complete trust on the reliability of the service and they want to use this service in future. The commitment level of customer is very good with the company’s service. Somehow, customer wants to improve the security issues regarding this service for making this service more successful in coming future. Contribution: This study investigates customer’s satisfaction attitude and their future interest for Easypaisa, so it will helpful to management to take initiative for meeting not only the customer’s demand but also focus on improving customer satisfaction level.