Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh

Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh

Understanding and strengthening consumer brand relationship has become vital for brand managers and practitioners since it makes consumers loyal, enhance consumers tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity...

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Main Author: Tuhin, Md. Kashedul Wahab
Format: Thesis
Language:eng
eng
Published: 2018
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/8029/1/s901056_01.pdf
https://etd.uum.edu.my/8029/2/s901056_02.pdf
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id my-uum-etd.8029
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Abd Ghani, Noor Hasmini
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Tuhin, Md. Kashedul Wahab
Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh
description Understanding and strengthening consumer brand relationship has become vital for brand managers and practitioners since it makes consumers loyal, enhance consumers tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. However, consumer brand relationship lacks a substantial amount of studies. From this consideration, this study intended to investigate how consumer brand relationship can be strengthened. This empirical study examined the predictor role of brand experience, brand personality, customer relationship management on customer satisfaction and consumer brand relationship. The study was also intended to examine the role of customer satisfaction as a mediator in the context of consumer brand relationship. Cross-sectional data were collected using questionnaire at Dhaka division in Bangladesh which produced a total of 280 usable response. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) for data analysis. The findings of this study revealed that brand experience and customer satisfaction significantly influence consumer brand relationship directly. Nonetheless, the effect of brand personality and customer relationship management on consumer brand relationship was non-significant. Whereas the significant relationship was found between brand experience, brand personality, customer relationship management and customer satisfaction. Likewise, customer satisfaction was found as a significant mediator between brand experience, brand personality, customer relationship management and consumer brand relationship. The study has significant contribution as it incorporates customer relationship management as a predictor from business to customers’ perspectives and incorporates customer satisfaction as a mediator for strengthening consumer brand relationship. This study has important implications for brand managers and practitioner as they will get important insight how their brand relationship with consumers can be strengthen. The future researchers could replicate the study in different countries in different industry context and incorporate other relationship constructs to extend the existing body of knowledge.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Tuhin, Md. Kashedul Wahab
author_facet Tuhin, Md. Kashedul Wahab
author_sort Tuhin, Md. Kashedul Wahab
title Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh
title_short Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh
title_full Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh
title_fullStr Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh
title_full_unstemmed Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh
title_sort factors effecting consumer brand relationship in the mobile telecom industry of bangladesh
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2018
url https://etd.uum.edu.my/8029/1/s901056_01.pdf
https://etd.uum.edu.my/8029/2/s901056_02.pdf
_version_ 1747828309061795840
spelling my-uum-etd.80292021-08-11T07:55:55Z Factors effecting consumer brand relationship in the mobile Telecom industry of Bangladesh 2018 Tuhin, Md. Kashedul Wahab Abd Ghani, Noor Hasmini School of Business Management School of Business Management HF5415.33 Consumer Behavior. Understanding and strengthening consumer brand relationship has become vital for brand managers and practitioners since it makes consumers loyal, enhance consumers tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. However, consumer brand relationship lacks a substantial amount of studies. From this consideration, this study intended to investigate how consumer brand relationship can be strengthened. This empirical study examined the predictor role of brand experience, brand personality, customer relationship management on customer satisfaction and consumer brand relationship. The study was also intended to examine the role of customer satisfaction as a mediator in the context of consumer brand relationship. Cross-sectional data were collected using questionnaire at Dhaka division in Bangladesh which produced a total of 280 usable response. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) for data analysis. The findings of this study revealed that brand experience and customer satisfaction significantly influence consumer brand relationship directly. Nonetheless, the effect of brand personality and customer relationship management on consumer brand relationship was non-significant. Whereas the significant relationship was found between brand experience, brand personality, customer relationship management and customer satisfaction. Likewise, customer satisfaction was found as a significant mediator between brand experience, brand personality, customer relationship management and consumer brand relationship. The study has significant contribution as it incorporates customer relationship management as a predictor from business to customers’ perspectives and incorporates customer satisfaction as a mediator for strengthening consumer brand relationship. This study has important implications for brand managers and practitioner as they will get important insight how their brand relationship with consumers can be strengthen. The future researchers could replicate the study in different countries in different industry context and incorporate other relationship constructs to extend the existing body of knowledge. 2018 Thesis https://etd.uum.edu.my/8029/ https://etd.uum.edu.my/8029/1/s901056_01.pdf text eng public https://etd.uum.edu.my/8029/2/s901056_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. (1996). Building Strong Brands. New York: The Free Press Aaker, D. A. (1991). Managing Brand Equity: Capitilizing on the Value of a Brand Name (Vol. 206). 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