Report & Findings | Ngul Yoen

0Respondents

0Banks referred

0Key factors

0%BoB preference

Introduction

Context and background of the study

Banking services are central to Bhutan's growing digital economy. With the rapid adoption of mobile and internet banking, customer expectations are evolving, and the gap between what banks offer and what customers actually need has become measurable.

Problem statement

Customers experience meaningful differences across Bhutan's banks in four dimensions: trust, service quality, accessibility, and ease of use. This analysis quantifies those differences and maps what drives customer choice.

Key questions

What factors most influence a customer's choice of bank?

Where do current banking services fall short of expectations?

What improvements would most increase customer satisfaction and loyalty?

Methodology

How the data was collected and analysed

111 respondents surveyed via structured Google Forms questionnaire

Data cleaned, coded, and analysed in Google Sheets

Visualised using Tableau (interactive dashboard) and Chart.js

Published via this web platform for public accessibility

Discussion & solutions

Recommendations based on the findings

This platform: Ngul Yoen

Help customers compare all major banks in Bhutan side by side

Bank statement analyser help customers identify their expense pattern from hugh transaction entries

Provide interactive tools: bank finder quiz and knowledge tests

Recommendations for Bank of Bhutan

Improve reliability and speed of internet and mobile banking

Introduce in-app budgeting, savings goals, and spending trackers

Expand rural ATM coverage and BoBConnect agent banking reach

Run security awareness campaigns for digital banking users

Sector-wide recommendations

Improve financial literacy and banking awareness in rural areas

Streamline digital onboarding; reduce document barriers for new accounts, loan processing, and foriegn transfer

Invest in network infrastructure for stable mobile and USSD banking

Conclusion

Summary of key takeaways

Trust, service quality, accessibility, and ease of use are the four pillars that most strongly shape customer banking choices in Bhutan. Of these, ease of use particularly around digital and mobile banking, presents the greatest opportunity for improvement.

Ngul Yoen exists to bridge the information gap, helping customers make informed financial choices, and giving banks a clearer picture of what their customers actually value.

Key findings

8 headline insights from 111 respondents · Bhutan 2026

Kuzuzangpo la!
The survey captured responses from customers across Bhutan's major banks. Here are the most important patterns that emerged from the data.

103 of 111 respondents have bank accounts but a small group remains unbanked due to lack of awareness, insufficient income, or age limitations.

Bank of Bhutan (BoB) dominates customer choice with approximately 84% of respondents selecting it as their primary bank.

The four key factors are trust, service quality, accessibility, and ease of use.

Over 80% of customers trust their bank but security concerns around digital transactions remain a notable anxiety.

Service quality is generally positive, but 7-10% of users reported dissatisfaction around wait times and digital support.

Rural users face limited ATM and branch access, while urban users experience congestion and long queues.

Digital banking is well-rated overall, but network reliability issues reduce the experience in rural areas significantly.

Many customers are open to switching banks a clear opportunity for institutions that invest in customer experience.

Four key factors in depth

How each dimension scored across survey respondents

Trust

Over 80% expressed confidence in their bank. Security concerns around digital transactions are the key concern remaining.

4.1/5

Service quality

Most customers are satisfied with in-branch service; complaints focus on long waits and limited digitalisation of services.

3.8/5

Accessibility

Urban branches and ATMs are congested; rural areas have limited ATMs and infrequent hours. Biggest regional disparity.

3.7/5

Ease of use

Usability of services are fairly rated. Network reliability, limited branches, and agencies reduced scores in some areas.

3.4/5

Future insight

A significant share of respondents are undecided about switching banks – the next 2–3 years will be decisive for which banks capture the loyalty of Bhutan's digitally active youth.

Data visualisation

Survey data illustrated with Chart.js

Bank account ownership among respondents

Bank preference among respondents (%)

Likelihood to switch banks

Interactive Tableau dashboard

Explore the full dataset interactively

The dashboard presents insights on customer banking choices in Bhutan across all 111 respondents. Use the filters to explore by bank, region, and factor.

📊 Tableau dashboard · Customer Banking Choices in Bhutan · 2026

Customer banking choicesin Bhutan