Customer satisfaction and loyalty in Bangladesh’s electronics market: a behavioral study

Abstract

As part of my BBA degree from BRAC University, I am required to complete an internship program. The internship is organized in the Category Management division of RANGS eMART which is part of RANGS Industries Ltd (RIL). Every day, my task is to supervise the attendance system, monitor how our value-added services are going and team up with showroom managers to deliver details on regional leads. RANGS Industries Limited (RIL) is very well known in the electronics sector of Bangladesh. Since 1979, the organization has spread throughout the country. The RANCON group’s RANGS eMART, an electronics retail brand in Bangladesh, is considered to give their best service in the country. The retail electronics division of the corporation, known as RANGS eMART, is working towards making services and customer experience better in its 36 showroom across the nation. Among the famous electronics manufacturers carried by RANGS eMART are Samsung, Hitachi, Toshiba, Panasonic, Hisense and Toshin. Whirlpool makes refrigerators, air conditioners, laundry machines, kitchen appliances, telephones and televisions. As reported by Rahman & Islam (2020), customers in Bangladesh can now buy a Hisense laser TV and latest Daikin inverter air conditioner through RANGS eMART. LG's OLED C3 series and the world's largest 97-inch OLED TV were introduced in Bangladesh in 2024 (Rahman & Islam, 2020). Gulshan Avenue's premier showroom is a contemporary, two-story structure that allows clients to interact with the products in a personal manner. As an illustration, they may evaluate premium audio systems from manufacturers like Devialet and Sennheiser or compare QLED and 4K televisions (Kotler & Keller, 2016). To help consumers make more informed purchasing decisions, proficient marketers provide personalized assistance. Middle-class consumers in Bangladesh are now placing a higher value on brand appeal, efficient customer service, and product experiences because of their increasing internet usage. Despite the identification of significant influencing factors such as pricing, brand image, product characteristics, and digital influence in both international and local studies, there is a dearth of comprehensive research that specifically examines post-purchase behavior among Bangladeshi electronics customers. Most of the published research to date has concentrated on pre-purchase decision-making or general market trends, as there has not been a comprehensive examination of the impact of satisfaction, loyalty, and recurrent business on long-term customer relationships (Wang and Chen, 2019). So, the primary goal of this study is to examine the post-purchase behavior of middle-class electronics consumers in Bangladesh.