The brand image analysis in customer satisfaction of MyBL app

Abstract

The MyBL app gives Banglalink customers control over their mobile services, products, and accounts. It offers essential features, loyalty programs, customer care, community engagement, and more. In a competitive telecom market, the MyBL app is vital for brand image and customer retention. This study aims to assess the significance of brand image in customer satisfaction through a combination of qualitative and quantitative methods. Data was collected via two Google Forms surveys, one focused on customer satisfaction using the RATER framework and the other on brand awareness, brand positioning, and service analysis. Data visualization and analysis were performed using Google Forms, Google Sheets, and SPSS. After collecting the data, the researcher conducted a reliability test, analyzed the central tendency of the dataset, created a mental map and CBBE model, conducted graph analysis, and reviewed relevant research papers and articles. After thorough research and analysis, I came to the conclusion that brand image has a strong connection in customer satisfaction and brand image helps to make a positive effect on customer retention. Moreover, I was able to point out the rooms of improvement and recommended some ways to build a strong brand image in future.