Department of Marketing

Browse

Now showing 1 - 20 of 86

A comparative study of Small and Medium Enterprise (SME) banking services in Bangladesh and Canada
(University of Dhaka, 2019-03-31) Bhuiyan, Md. Tabarak Hossain
Economy is the key feature to measure the country’s position or condition in terms of its progress and prosperity. The economy of a country is dominated significantly by its own Small and Medium-sized Enterprises (SMEs) in almost all the developed and developing countries around the world. SMEs covered more than 95 percent of enterprises across the world, accounting for around 60 percent of private sector employment. On the basis of economic structure of the countries, the SMEs contribute around 50 percent of global gross value added and from 16 percent to around 80 percent of gross domestic product (GDP). Increasing their funding efficiency and service provided by the banks or financial institutions offer considerable value for SMEs themselves as well as economies. Worldwide the SMEs are considered as accelerated tools for economic growth. In the European Union, SMEs employ almost 90 million people, generate about 1.1 million new jobs per year and contribute almost 30 percent of GDP, worth USD 5.5 trillion. SMEs also drive revolution. They carry out nearly more than half of R&D in some OECD countries. Great deals of R&D activities are concentrated in the services sector and Canada's activity in non-technological advance is reflected in the trademark data. SMEs also play a vital role in R&D. This study focuses on the association and variability of small and medium sized enterprises (SMEs) in terms of deferent parameters between two countries Bangladesh and Canada. Specifically, it examines the impact of banking services on SMEs between two deferent economies. It looks at the financial enabling environment for SMEs and provides conclusions and recommendations for change. To improve the precision of the judgments in this research, methodological triangulation strategy, which mixes both qualitative and quantitative approaches, was employed. At the same time, data-source triangulation was applied to decrease the effect of potential biases. The study is divided into six (06) distinct chapters. First chapter contains the economic status of the countries, SME definition and SME development policies. In second chapter, methodology of the study is explained. Literature review is placed in the third chapter. Fourth chapter explains the role of SME, problems of SME and eligibility criteria for SME loan in Bangladesh and Canada. Chapter five is the core chapter in our study. Fifth chapter is divided into two parts (Part-1 and Part-2) for two countries. Part-1 contains the deferent numerical analysis for Bangladesh and part-2 contains the numerical analysis for Canada. Discussion and conclusion are placed in the last chapter.
A comparison of competing models to understan d the relationship between personal values and perceived value to predict consumers' intention
(©University of Dhaka, 2024-02-28) parvin, Shehely
A Comparison of Competing Models to Understand the Relationship between Personal Values and Perceived Value to Predict Consumers’ Intention
(University of Dhaka, 2019-12-10) Parvin, Shehely
A study on development of tourism in selected muslim countries lessons for Bangladesh
(©University of Dhaka, 2024-02-22) Ishtiaque, Abu Naser Ahmed
A study on development strategies of tourism in Bangladesh
(University of Dhaka, 2014-08-27) Islam, Md. Khairul
Tourism has grown from the pursuits of a privileged few to a mass movement of people with the urge to discover the unknown environment, to undergo new experiences and the desire to be both educated and entertained. Tourism, today, has become a very emerging and the fastest growing industry both in the global and rural economy, and particularly in the developing countries. The importance of tourism as an instrument of economic development and employment generation is recognized all over the world. The data released by different global bodies, including the World Tourism Organization (WNWTO) indicate significant contribution of tourism to country's GDP and foreign exchange reserves. Bangladesh is a land of scenic beauty of verdant forests, reverie countryside and long structures of sun-bathed beaches, fearsome wilds, meandering rivers and venerable shrine, which hold high potential for tourism. This country needs proper strategy and policy to attract both foreign and domestic tourists. Government as well as private sectors may come forward to create the base of the tourism industry. Though BPC and other private sectors are playing an important role for the development of tourism in Bangladesh, it is not enough to compete with many other tourist destination countries. Given the potential that prevailed in Bangladesh in terms of the country’s possession of a diversified tourism product-base and also given the congenialities created by the objective conditions, tourism industry of Bangladesh has not grown to the desired level. Therefore, it is important to examine to what extent the country was proactive satisfactorily to capture tourism opportunities in a meaningful way. Against the above backdrop, the study focuses on the issues relevant to the development strategies and the development of tourism industry in Bangladesh. It presents the findings of surveys undertaken in the course of the study and throws light on the profile, preferences and perceptions regarding Bangladesh as a tourist destination country of the foreign tourist to coming Bangladesh, Executive of BPC, Members of TOAB, and Managers and Receptionist of Hotel & Restaurants in Bangladesh. In each section, the study also highlights the areas of weakness where priority should be given if Bangladesh is to promote herself as a destination in the global tourism market. In addition, this report also examines the association between destination dimension parameters index for Bangladesh and other neighboring countries to reveal the values of seventy nine variables, based on the data released by the World Economic Forum in its Travel and Tourism Competitiveness Report 2013. A modest attempt in the study has been to delineate the analysis of the tourism master plan aimed at bringing the economy to a higher growth path and making it more competitive, flexible and adaptable and the analysis of the present situation of the tourism sector in Bangladesh to catch the real picture existing in the industry. To draw tourism development goals and objectives, the analysis of Bangladesh tourism vision, starting points for future tourism development, global and regional trends, competitive destinations and SWOT analysis have also been considered. Finally, this research comments on the development of a comprehensive tourism strategy and implementation that will guide in developing a tourism sector giving importance to forming of a strong and sustainable economy throughout Bangladesh. A set of recommendations have also been put forward for sustainable development of tourism industry in Bangladesh.
Agricultural Marketing System for Sustainable Dairy Industry with Triple Bottom Line Framework in Bangladesh
(University of Dhaka, 2019-01-23) Sirajul Islam, Mohammad
Sustainable development of dairy industry is an international focal point of institutions like the United Nations (UN) and its member countries. Today, the dairy industry is facing a list of problems due to different types of uncertainties and interruptions all over the world. The dairy farms developed alternative approaches to enhance the ability to manage uncertain situations and fails to satisfy the stakeholders need in a sustainable manner. In agriculture -based industry, this is very important to develop a suitable marketing system to improve performances, establish a suitable governance approach and reduce the probable misfortunes that have disrupted the road of the sustainable performance (SUP) of the dairy industry in the world. Similarly, the dairy industry in Bangladesh requires exploring alternative resources as well as immediate actions for reducing the uncertainties to overcome adversities. Inability to establish an appropriate agricultural marketing system immediately may be the cause of financial loss, the social and environmental imbalance that have made the task of sustainable performance (SUP) of the dairy industry a difficult proposition. There are some limitations of the present literature regarding the agricultural marketing system, namely is uncertainty, sustainability and lack of an empirically tested model of agricultural marketing systems to be adopted for the long-term sustainable performance (SUP) of the dairy industry in Bangladesh. These research gaps highly encouraged me to conduct this research work to develop a model of agricultural marketing channel relationship (AMCR) for sustainable performance (SUP) applicable in the dairy industry in Bangladesh after extensive review of earlier studies in this area. Reviewing the earlier research works the present research model was evaluated in the light of two theories, namely social exchange theory (SET) and stakeholder theory (ST). Moreover, the key constructs and hypothesized relationships are justified, based on those theories while, constructs and variables of the proposed research are justified and validated by an exhaustive field survey. This research has applied a ‘mixed method’ which has incorporated both qualitative and quantitative approach. In the qualitative research approach, this study used semi-structured interview procedure, in which the field study data were collected from 19 marketing channel decision makers, particularly farmers (dairy farms), milk processing companies (formal buyers) in Bangladesh. Data collected from field survey (qualitative data) have been analyzed using the content analysis technique. According to the outcome of the content analysis, a field study model was developed. Then, based on the comparison of the conceptual model and the field study model, a comprehensive and final research model was developed. In addition, the field study explored a new dimension namely, political uncertainty in the context of the dairy industry in Bangladesh. Finally, qualitative research approach has been combined with the view of the mixed method. In addition, in quantitative phase, total 320 usable responses were attained from the dairy farmers in Bangladesh. Samples were selected through using the random sampling technique. Those collected data were analysed using partial least squares (PLS) -based structural equation modelling (SEM) technique. Furthermore, the findings of the quantitative analysis explored that the key constructs agricultural marketing channel relationship (AMCR) reflected by several dimensions like trust, commitment, satisfaction, power, cooperation, and communication. In addition, the construct sustainability governance (SUG) is reflected through several dimensions like business sustainability, integration, governance power and financial control. As well as, environmental uncertainty (EU) was determined by several dimensions like demand uncertainty, supply uncertainty, competitor uncertainty, climate uncertainty and political uncertainty. The outcome of the study was also critically examined through measuring the agricultural marketing relationship (AMCR) with sustainability governance (SUG) and sustainable performance (SUP) for ensuring long-term sustainable dairy industry, i.e. economic sustainability, social sustainability, and environmental sustainability in the context of Bangladesh. This study discovered that sustainability governance has been partially mediating the relationship between the agricultural marketing channel relationship (AMCR) and sustainable performance (SUP). This finding also substantiated that sustainability governance (SUG) is another essential construct for supporting the way of sustainable performance (SUP) in the context of dairy industry in Bangladesh. In addition to this, this research investigated that insignificant role of moderating construct the environmental uncertainty (EU) on the sustainable performance (SUP) in the context of the dairy industry in Bangladesh. These results have supported by the earlier studies and replicated the role of the agricultural marketing channel relationship (AMCR) and sustainability governance (SUP) for reducing uncertainties. Therefore, the present research has both theoretical and managerial implications. The findings brought out by this research have a distinctive contribution to the literature. Hence, this study supplements the existing branch of knowledge of agricultural marketing systems, particularly agricultural marketing channel relationship (AMCR), sustainability governance (SUG), and sustainable performance (SUP).q The constructs, dimensions and items dealt with in this research may help directly the stakeholders and national as well as international decision makers to identify and measure the agricultural marketing channel relationship (AMCR) and sustainability governance (SUG) and to overcome the difficulties associated with unforeseen and interruptive factors. It may also assist the managers in ensuring the economic sustainability, social sustainability and environmental sustainability by developing a new approach to agricultural marketing systems like agricultural relationship marketing and sustainability governance. Finally, this study makes the task of the managers simple and practicable in building agricultural marketing channel relationship and sustainability governance and sustainable dairy industry in Bangladesh. Besides, the implications of this study may be useful to the other countries and other industries as well. This research also recommended some specific guidelines to the future researchers on the basis of the major difficulties faced by them.
Backward linkage and productivity: A study on export-oriented garment industry of Bangladesh
(©University of Dhaka, 2024-02-28) Datta, Uttam Kumar
Bank-customer interface in formulating marketing strategies in private commercial Banks of Bangladesh
(©University of Dhaka, 2024-01-25) Bhuiyan, Md. Tabarak Hossain
Behavioral pattern of mobile phone users in Dhaka city: a comparative study on Grameenphone and Banglalink
(University of Dhaka, 2019-10-17) Ahmed, S. M. Sohel
The study has been conducted on ‘BEHAVIORAL PATTERN OF MOBILE PHONE USERS IN DHAKA CITY: A COMPARATIVE STUDY ON GRAMEENPHONE AND BANGLALINK. The specific objectives of the study are: to find out demographic profiles that influence users’ choice behavior; to find out operators’ awareness to the customer; to find out customers’ attitude towards services provided by the operators; to find out customers’ satisfaction level; and to make suggestions on the basis of findings. Existing studies have over emphasized on service quality, customer value, customer satisfaction and their influences on consumer behaviors, external environment like; culture, subculture, social class, social group, family and interpersonal influences, price, product quality & availability, and promotional offer, benefits of mobile banking, and agro based benefits. This study has been conducted in order to cover the lacks of other studies. Telecommunication operators’ market has a great potentiality because mobile phone in Bangladesh has become as part of the country’s culture from upper class to lower class in connecting and making communication with the nearest ones or the associates through mobiles. The study concentrated on the personal consumer. It did not include corporate customers. Another research could be done on the corporate consumers. Women are coming outside from the four walls in Bngladesh. They are working with male hand in hand. They are engaging with various types of professions. In this situation information is essential to respond to the changing environment. 360 consumers were interviewed with a structured questionnaire. Both primary and secondary data were used. Consumers are influenced by personal characteristics such as: age, gender, occupation, income, education similarly influenced by cultural, social, psychological and other factors like price, brand name, product quality, services, services availability etc. This study finds that the Grameenphone users are satisfied (60%) followed by Banglalink. The users’ of Grameenphone have greater positive attitude rather than the users’ of Banglalink. As call rate is the extreme important factor to the consumer so the operators may reduce their service prices and can improve network facility and consumer must be awarded about various benefits. Both Grmeenphone and Banglalink should emphasis on low income group and retired person as the result shows that the lowest number 00% of respondents whose monthly income is less than 10,000 taka and their educational level is graduation & post graduation of Grameenphone users in contrast only 02% respondents’ income level is less than 10,000 taka who is post graduate of Banglalink users. Mobile telecom operators should pay more intensive attention and advice to the customers so that their complaints related to network problem, SIM blockage, SIM registration, Improper listening of ring tones ( song, poem, speech, advertisement etc.) while making or receiving a call, internet browsing problem, loading problems etc., can immediately be resolved. This study is expected to help solid understanding of Consumer Behavior Pattern.
BRANDING INITIATIVES IN HIGHER EDUCATION: A STUDY ON SOME SELECTED UNIVERSITIES IN BANGLADESH
(© University of Dhaka, 2025-04-21) Sawrov, Md. Maksodul Haque
The study aims to examine the branding initiatives and strategies employed by higher education institutions in Bangladesh. This study has considered twenty renowned universities as the study area. The data collection process involved surveying 385, including current university students, besides gathering input from teachers and university officials. In this study quantitative analysis is used to identify the impact of branding initiatives on higher education. Exploratory factor analysis is utilized to identify pertinent branding factors with statistical significance. Subsequently, multiple regression models are applied to establish the connections between these branding factors and their impact on university admission. The findings of the study reveal five major variables: branding quality education, strong brand image, branding learning environment, branding student’s facilities, and university branding tools. The results from the multiple regression analysis highlight the major impact of four key variables on student admission decisions. Specifically, branding quality education, strong brand image, branding learning environment and university branding activities all demonstrate a positive influence on student admissions. This highlights the role of university branding in attracting potential students and increasing the possibility of their enrollment. Based on these findings, this study recommends cumulative efforts from both public and private universities to leverage branding strategies aimed at influencing prospective students' enrollment decisions. Such efforts include emphasizing the delivery of quality education, recruiting high-caliber faculty, adhering to international curriculum standards, establishing affiliations with other universities, achieving international rankings with a strong reputation, ensuring adequate media exposure, and more. Both new and established universities can benefit from implementing comprehensive university branding initiatives that positively impact student enrollment.
BRANDING STRATEGIES OF DAILY NEWSPAPER INDUSTRY IN BANGLADESH
(University of Dhaka, 2021-09-12) Ghosh, Arup Kumar
Newspapers are like other products we use in our daily life. A newspaper can be a popular brand by following proper branding strategies. The major objective of this study is to define some winning brand strategies for Daily newspapers. Specific objectives are — to assess the quality of contents of newspapers, to evaluate promotional and social activities of the industry, to examine readers’ perception about the branding of newspaper, to assess corporate and social image of the industry and to assess current branding strategies of newspaper industry. As research methodology mixed method was applied in this study. In qualitative part, focus group discussion and in-depth interview were conducted. In quantitative part, a sample survey was conducted. Purpose of the FGDs of readers was to explore the perception of readers about branding of newspaper. Another FGD explored branding of newspaper industry from sales, marketing and brand professionals. In-depth interview revealed corporate and social image of newspaper industry in terms of branding from sales, marketing and brand professionals. Sample survey among newspaper readers explored the perception of readers about branding of newspaper. The Daily Prothom Alo is the most popular newspaper among respondents of the sample survey. The Daily Bangladesh Pratidin is popular among low price newspaper readers. Loyal readers among FGD participants mentioned about their habitual fact of reading newspaper. They are habited to their favorite newspaper for news presentation style, special columns, features and other factors. Sport is the most favorite news genre among readers. Rosh Alo is the most popular supplement among readers, which is currently unavailable. Kishor Alo, a monthly magazine for the youngsters is most popular among readers. Newspaper publishers provide few promotional campaigns and have very poor recall among readers. Internet is the most favorite source of news among readers. Readers prefer discount on print edition monthly subscription than discount on online contents. Advertisers prefer digital platforms for advertisement. Flexible and multiple attractive promotional message delivery options, low advertisement cost, high return on investment (ROI), easy tools to measure audience performance are attractive factors to choose digital platforms for advertisement. Target group and purpose of promotion are very important to choose an advertisement medium. For new launch, newspaper is preferred. For youth, digital platforms and FM is better. For homemaker, TV is preferred. Expenditure on event and activation is increasing. For newspaper, CSR activities and events are good ways to attract new audiences. All programs should be launched based on target group of the newspaper. Many events and activations provide opportunities to earn from advertisers. Popular elements of branding in newspaper industry are name, logo, masthead, color scheme, copy/look of newspaper, content, headline, photography style, authenticity and price. Newspaper circulation sales policy, advertisement sales policy, promotional tools and corporate social responsibility are also important for branding in newspaper industry. Newspaper publishers should provide diversified content based on customer choice and editorial policy. Newspaper design and look should be attractive and convenient enough for easy reading. Newspaper publishers can provide loyalty card to monthly subscribers to provide them different benefits like discount on monthly subscription or purchase of magazines. Attractive incentive can be offered to newspaper selling agents or ad agencies for target achievement. More promotional campaign on newspapers, online platforms and other medium can attract more audience. Engagement with readers through social media or other convenient medium can be helpful to retain more subscribers. Newspaper publishers should align their business objectives with sustainable development goals (SDGs). Readers will accept a brand which is more socially responsible. Therefore, news publishers should take initiative to increase value to readers and involve in CSR activities.
Building of Brand Image of Newspapers through Integrated Marketing Communication
(University of Dhaka, 2020-12-09) Wadud, Abdul
It is no secret that newspapers sales across the country are down and newspapers are having a hard time adapting to new technology and customer trends. In order to increase newspapers circulation more emphasis should be placed on newspapers branding. This is because of the fact that brand resides in the brain of customers and other stakeholders. A good newspaper should be seen as a brand and all departments should see their product as a brand and know exactly what it means. If the definition of the brand varies in different departments of the company, it may vary as well among its readers. Researcher’s knowledge of marketing will help defining the importance of brand of newspaper and execute them to sustain the industry. From the perspective of integrated marketing, newspapers not onlycarry information on the physical paper but also contain the invisible form of services. These invisible forms are two; one, to the audience to provide news and other information services, and second, to provide medium to advertisers to publish their advertisement. So the newspaper's brand building and brand promotion should be to meet the actual and potential information needs of audiences and advertisers as the starting point, its own brand of products and services can extend to all aspects involved. Once in journalism, "marketing" and "branding" were irrelevant words. But given the media fall out as a backdrop for the digital global, it's time that newspapers and the company realize that the masthead of their paper must be a brand. To capture the attention of today’s customer, newspapers require skillful use of the tools of advanced marketing strategy. Managing the newspaper’s public facing image and brand are crucial for its success.But newspapers of Bangladesh studied on The Daily Prothom Alo and The Daily Kaler kantho are using a traditional or mixed up marketing strategy for business and brand become a matter of period they are in market. Study shows that the tools of brand communication; advertising, direct marketing, personal selling, sales promotion/trade promotion, public relation are not using here in an integrated way. Consequently, newspapers are suffering for effective brand crisis. In today’s competitive world, brand value is crucial to sustain in long run. Newspapers cannot be expected to win the fight to be the leading source of news and information for their readers if they aren’t armed with necessary information about what people think of their brand. A descriptive research methodology is used to justify the marketing effectiveness of newspapers industry where both secondary data and primary data were occupied. A structured questionnaire based on research objectives in Likert format was used to gather primary data. A thorough observation and secondary data expedite the way of understanding current market situation. Determine the value of the newspaper brand and determine the newspaper in the capital market, integration of resources in the field need to appeal rather than practicing a mixed up marketing strategy. The study exposed that the marketing strategy; Prothom Alo and kaler kantho are practicing a mixed up marketing strategy, not a frame of Integrated Marketing Communication. No Doubt, Prothom Alo developed a brand concept that newspapers are not only news body but also an influential tool of social change. Kaler Kantho is striving for a differentiate brand image. Both Prothom Alo and Kaler Kantho have the scope remain to apply the Integrated Marketing Communication to satisfy today’s customer expectation as well as enhance their brand image in an integrated way.
Competitive structure and growth potential of event management service industry in Bangladesh: An empirical study
(University of Dhaka, 2019-06-26) Ahmed, Shamsad
This current era of the world is experiencing rapid globalization accelerated by modern means of communication and transportation. This is also giving the image that the world is unified globally.This changed context is nurturing fierce competition among the companies in any industry. Survival in such a competitive situation has become so difficult that managers are trying to adopt various marketing actions like new product introductions and promotional incentives to cope with the bitter fight of existence. Here it is to be specially noted that approaches of marketing communication are also changing to face the speedily evolving market environment. Promoting a product or brand using conventional approaches starting from advertising up to sales promotion are no more as effective as before. There are various reasons: the number of brands has increased; competitors use promotions frequently; many brands are seen as similar; consumers are more price-oriented; the trade has demanded more deals from manufacturers; and advertising efficiency has declined because of rising costs, media clutter, and legal restraints. In this situation, organizations are considering other alternatives to promote their products. Now-a-days, organizing various events to promote products has become very popular. A successful corporate event of an organization leaves a memorable experience for the guests, it helps to increase the company’s goodwill and brand value. Therefore, it is very common to see corporations investing their money to hold annual events to help boost up their brands. Initially renowned advertising firms of Bangladesh like Asiatic, Interspeed, Mediacom Limited started giving support to the giant national and multinational companies as and when needed. Now-a-days event management firms are also helping to arrange family circle events like ‘GayeeHalud’. Event management has emerged as a new and very potential service industry of Bangladesh. By taking this opportunity, some novices are entering into business, sometimes getting some tasks, and ending with a disorganized event. This is very much harmful for the reputation of a newborn industry. Situation demands setting some guidelines. Not some arbitrary guidelines, some guidelines based on research. However no visible research is going on. This is the reason that initiative has been taken to carry out an in-depth research on this sector.In this context, the research has been aimed at investigating the competitive structure and growth potential of this industry so that necessary policy recommendations could be proposed. It is an established fact that in order for a business to choose its desired competitive position, it must start with an analysis of the attractiveness or profitability of the industry to which it belongs. By far, the most widely used model to gain insights into the competitiveness of an industry is the Five-Forces Model introduced by renowned professor of Harvard Business School, Michael Porter.This model forever changed howacademics, consultants, and managers would viewcompetitive environments. The same model was used to analyze the attractiveness of event management service industry of Bangladesh. However, an extension of the model is attempted by introducing a new construct, Growth Potential of the Industry. Ultimately, it is also checked whether attractiveness leads to growth potential of the industry. For this purpose, a questionnaire containing forty five statements, besides those of demographic and general information of the companies, is provided to the employees working in different event management companies. In order to ensure the reliability of the measurement scales of the underlying constructs as well as the clarity and readability of the statements, a pilot study is performed on 58 respondents. In the final survey, 300 questionnaires were returned out of 400 questionnaires which indicates that the response rate was 75%. Some responses were omitted for having excessive missing values and outliers. Finally this has resulted into a final sample size of 231 and thus the adjusted response rate became 57.75%.In an attempt to apply mixed method approach, depth interview of three industry gurus were also taken. They have shared their experiences and insightful opinions helpful for formulation of policies. The findings of the study reveal that out of eleven primary research hypotheses five are validated. The other six hypotheses are not validated by the model. Thus, it is suggested that, threat of substitute products and bargaining power of the suppliers have positive impacts on attractiveness of Event Management Service Industry of Bangladesh. The model also suggests that bargaining power of the customers and bargaining power of the suppliers have positive impacts on growth potential of Event Management Service Industry of Bangladesh. Finally this study also reveals that attractiveness of Event Management Service Industry of Bangladesh has a positive impact on its growth potential. Depending on the personal interviews with industry leaders and quantitative research findings, some suggestions were given. The study was concluded with a few limitations and suggestions for future research.
Consumer credit: a Banking product to upgrade the lifestyle of people of Bangladesh
(©University of Dhaka, 2024-02-22) Rahman, Ataur
Consumers’ Attitude towards Brand Switching: A Study on Telecommunication Sector in Bangladesh
(University of Dhaka, 2018-12-09) Neger, Meher
This study is conducted empirically for measuring consumers’ attitude towards brand switching on telecommunication sector in Bangladesh. A conceptual model has been developed based on two constructs and some factors. Telecommunication service related intrinsic and extrinsic constructs where five individual attributes are included (network availability, service quality, service charge strategies, brand image, offered value) and some influential factors (strong advertisement policy, huge offering packages, perception about network coverage, FnF tariff, perception about age of the consumer, profession of the consumer, marital status and user satisfaction level about the current usable SIM , call rate, SMS charge, income, and age of the consumer ) are considered for the final study. Tricomponent Attitude Model has been applied to find out the attitude formation towards telecommunication sector. A descriptive analysis technique (say, arithmetic mean) is used to find out the weighted average of intrinsic & extrinsic attributes which are considered by consumer for receiving telecommunication service. Fishbein’s Multiattribute Attitude model has been used for measuring the overall attitudes of consumers’ toward telecommunication sector in Bangladesh, which could help for successful business operation, management, and long-term sustainability of attitude measurement in order to improve product or service quality as per consumer expectation level. Next guideline of this study was that the support of Markov Chain (Transition Probability) for assessing the brand switching tendencies of the consumer from one state to another, which could help to take right strategies for improving the brand quality of different service providing organization and to capture high market share by reducing the brand switching behavior of the consumer. After that binary logistic regression Model has been applied to find out the significance of the influential factors which are considered by the consumers for switching from one to another brand of telecommunication sector. A total of 840 respondents who have direct role for receiving telecommunication service are selected on the basis of stratified random sampling to fill up the questionnaires where some of the information gathered by using Likert and Semantic Differential scales. Data has been collected from students and different professional (Universities Teacher, Bankers, Corporate officers, Housewife, Government and Nongovernment employees) through a set of structured questionnaire. To measure the overall evaluation (ei) regarding the selected attributes for the specific firm rating scale ranging from extremely good to extremely bad (+3 to -3) was used and asked to encircle the point to express their opinion. The respondents were also asked through the Seven Point Likert scale ranging from 7 indicates very strongly believe, and 1 indicates very strongly disbelieve to know how strongly they believe that the individual firm contains the said attributes. The result of Tricomponent Attitude Model proved that the consumers of Grameenphone Ltd. are showed significantly positive feelings on the network availability, brand image and service quality dimensions (p<0.01). The score indicates that the service charge strategies and offered value of Grameenphone Limited are not up to the mark.
CUSTOMER BASED BRAND EQUITY IN SERVICES INDUSTRY: A CRITICAL ANALYSIS
(© University of Dhaka, 2025-04-10) HUSAIN, ARIFA
The notion of brand equity is so complicated that there is a wide range of interpretations of it in the literature. In the previous fifteen years, brand equity has grown in significance as the means of comprehending the objectives, processes, and broad impacts of marketing (Reynolds & Phillips, 2005). Given this, it is not surprising that, indicators which measures various facets of brand equity have turn out to be a part of a set of marketing performance metrics (Ambler, 2003). So, identifying and assessing a relationship between brand equity and marketing performance or outcomes will be valuable for both product and service-based organization. The aim of this research is to determine the degree to which, using a critical literature analysis based methodology, the brand equity dimensions like as marketing communications, brand awareness & associations, service quality, customer satisfaction, and brand loyalty have an impact on brand equity simultaneously and distinctly in the context of service branding. Thus, the purpose statements or research objectives of this study are - to develop a theoretical Customer-Based Service Brand Equity Model, to review and deeply assess the relationships among the marketing communication tools and service quality dimensions to enhance brand equity, to scrutinize the relationship between customer satisfaction and brand loyalty on brand equity, to pinpoint the strategies derived from this Customer-Based Service Brand Equity Model. This research is exploratory in nature and is based on a critical analysis of the literature. This study concentrates on the service industries and uses a total of 370 resources, including scholarly journals and books, based on the English language and was published within 25 years. Then, a couple of research gaps are discovered, six key variables are identified, and several hypotheses are formulated. The critical analysis of the literature review reveals that the current brand equity measuring methods need to be modified as brand equity models are used for measuring brand equity, and research needs to be expanded to create a single, standardized measurement tool that will keep up with the changing nature of the world, as this study explores different angles of brand equity and service marketing concepts. Thus, the customer-based service brand equity model is proposed. The v proposed Customer Based Service Brand Equity Model (Figure: 32) consists of six main dimensions, which are Marketing communications options, brand awareness & associations, service quality dimensions, customer satisfaction, brand loyalty, and brand equity. Each of these dimensions can be subdivided into several dimensions. The current study is offering managers a holistic approach to developing effective brand strategies. The three major strategic implications of this research are- selecting marketing communication options and allocating budget onto it, identifying service failures and recover those by providing superior services, finally diagnosing and classifying loyal customer base to offer customized service. Brand equity gives marketers a crucial strategic link between their present and future (Keller et, al., 2015). Thus, to increase the profitability over the long haul of the company, brand management, and service marketing must work together to deliver high-quality experiences more effectively. vi
Customer preference for Banks: A Comparative study of Public and Private Banks of Bangladesh
(©University of Dhaka, 2024-01-22) Rahman, Ataur
Customer relationship management practices: A study on retail banking In Bangladesh
(University of Dhaka, 2017-06-06) Yasmin, Imrana
Customer Relationship Management is critical to conducting business in today’s competitive marketplace, and banks are no exception. Commercial banks in Bangladesh have embarked different management strategies to promote customer satisfaction and loyalty, which in turn, possibly influence behavioural pattern of retail banking customers’ and one of them is customer relationship management. Customer relationship management has been widely regarded as a set of methodologies and organizational processes to attract and retain customers through their increased satisfaction and loyalty (Campbell, 2003; Hansotia, 2002; Khodakarami and Chan, 2014). Practices of customer relationship management in private commercial banks need to determine because retaining loyal customers are more profitable than attracting new customers’ (Eid, 2007). Furthermore, services and offerings in banking sector are more or less alike among the rivals which cause higher rate of lost customers’. Researchers found that marketers should take precautions before implementation of customer relationship management programs because of its high failure rate (Bolton, 1998; Boulding et al. 2005; Osarenkhoe and Bennani, (2007). However, although the positive impact of CRM on organizations has been addressed in many studies (Avlonitis and Panagopoulos, 2005; Hart et al., 2004; Kaura et al. 2013; Vijaykumar, 2013; Vijaykumar and Velu, 2011; Xu et al., 2002), there are a few studies pointed to the effectiveness of CRM practices in Retail banking sector. For that reason this thesis aims to measure the effectiveness of customer relationship management in the private commercial (domestic) banks in Bangladesh and specially focused on retail banking sector.
Customer relationship practices of five star hotels in Bangladesh
(University of Dhaka, 2016-08-18) Sarwari, Sara
To keep the customer loyal, today relationship marketing get more and more attention in hospitality industry especially in the hotel business. It is necessary to keep in mind that acquiring new customers is far more expensive than maintaining existing ones. Different researchers prefer different antecedents to achieve this aim. In response, this thesis develops a model of relationship marketing to empirically investigate: (1) the affect of relational bonds (financial, social and structural) on customer emotions; (2) emotions on relationship quality; and (3) the ultimate affect of both relationship quality and emotions on customer loyalty. In particular, this thesis seeks to investigate the role of the emotions variable as a consequence of relational bonds (financial, social and structural), and antecedent of relationship quality. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this thesis mostly support the hypothesized relationships proposed in the theoretical model. Specifically, the results revealed that financial, social are important in affecting relationship quality and whereas structural bonds are needed to create positive emotions of the customer. The results also provide strong evidence of the relationship between emotions and relationship quality, which in turn are necessary determinants of customer loyalty. The emotion, which is considered to be an important construct here is used never before to investigate the loyalty of the customers in five star hotels in Bangladesh. By using this construct the model become a complete one within a hospitality context. Findings imply the need of relational bonds in service firms especially in hotels business, to increase the positive emotions of customers which in turn increase the relationship quality between the hoteliers and the customers so that more loyal customers are introduce in the five star hotels in Bangladesh and make the hotels pursuit more competitive advantage, and long-term profit.
Customers' attitudes toward Banking services: a comparative study between private and public commercial Banks in Bangladesh
(©University of Dhaka, 2024-01-21) Rashid, Harunur