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Discontentment with a piped supply system of drinking water has become a significant concern in Bangladesh's urban areas in recent years, necessitating the improvement of different aspects of the system in question. Therefore, by conducting a discrete choice experiment on 115 households out of a systematically selected 161 households, this study aims to estimate the willingness to pay (WTP) for an improved safe drinking water supply by considering the trade-offs made by urban dwellers for the proposed improvements to an existing water supply system in the Khulna City Corporation (KCC) area of Bangladesh. The primary results show that the total WTP of households is estimated at BDT 243.6 (≈US$ 2.87) per month, implying that respondents are ready to pay for improvements to the water supply attributes of water quality, regularity of supply, water pressure in taps, and filtering. A revenue stream for an …