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aub_admin August 05, 2026 61 Views

Evaluating user satisfaction through service innovation in the mobile internet industry of Bangladesh

Authors & Affiliations

1. Md. Abdul Kader*
Assistant Professor of Marketing, Department of Business Administration, Northern University Bangladesh, Ashkona, Dhaka, Bangladesh
Email: ouvi08@gmail.com | ORCID: 0000-0002-7842-4343

2. Abul Hasan M. Sadeq
Professor, Department of Economics, Asian University of Bangladesh, Uttara, Dhaka, Bangladesh
Email: sadeqaub@gmail.com | ORCID: 0009-0000-9566-4085

3. Md. Zakir Hossain
Associate Professor and Head, Department of Government and Politics, Asian University of Bangladesh, Uttara, Dhaka, Bangladesh
Email: zakirhossain1957@gmail.com

4. Muktasha Deena Chowdhury
Associate Professor, Department of Business Administration, Asian University of Bangladesh
Email: muktasha@aub.ac.bd | ORCID: 0009-0004-8737-3324

5. Hanif Hossain
Assistant Professor of Marketing, Department of Business Administration, Asian University of Bangladesh, Asulia, Dhaka, Bangladesh
Email: hanif@aub.ac.bd | ORCID: 0009-0008-5273-6999

* Corresponding Author

Md. Abdul Kader

Journal Information

Wisdom Management Journal

Volume & Issue: 2(2), 76-94
Published Date: August 2026

Digital Object Identifier (DOI)

https://doi.org/10.64848/WMJ.2.2.2026.76-94

Abstract

This paper questions the belief that more service innovation always leads to higher customer satisfaction in Bangladesh’s fast-growing mobile internet market. It explores four dimensions of innovation: customer engagement, technology, process, and service design. Using data from 300 mobile internet users in urban and semi-urban Bangladesh, the study applies PLS-SEM to examine how these dimensions affect satisfaction. The findings reveal that customer engagement innovation has a strong negative effect, as frequent and unwanted brand communication is often seen as annoying and tiring. Meanwhile, technology, process, and service design innovations have only small effects, suggesting that users now see them as standard expectations rather than special benefits. The study introduces digital exhaustion as an important explanation and suggests that firms focus on simplicity, affordability, and reliable service delivery.

Keywords: Service innovation, User satisfaction, Mobile internet, Structural equation modelling, Bangladesh, Technological innovation, Customer engagement, Emerging markets.

WISDOM MANAGEMENT JOURNAL | 2026