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

Volume 2, Issue 2 (Wisdom Management Journal_August 2026)

Authors: Md. Abdul Kader, Abul Hasan M. Sadeq, Md. Zakir Hossain, Muktasha Deena Chowdhury and Hanif Hossain

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

Page No: 76-94

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

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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.