Origins of Brand Image, Customer Satisfaction, and Loyalty toward Telecommunication Service: An Emerging Market Perspective

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Md. Alamgir Hossain Min-Ho Kim Nusrat Jahan Bo-Yeon Min
• 간행물 정보: 『아태비즈니스연구』제9권 제2호, 39~57쪽, 전체 19쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

As competition grows in the telecommunication service industry, understanding the origins of brand image and consumer behavioral intentions challenges practitioners to design an effective marketing strategy and branding plan. In this paper, brand image and behavioral relationships are investigated in Bangladesh, an emerging market that has a particular socio-cultural and economic context of one of the most densely populated countries of South Asia. This study employs confirmatory factor analysis and structural equation modeling to analyze the database. Empirical testing and the proposed model suggest that brand image is the prime determinant of consumer satisfaction and loyalty. The results highlight the importance of perceived value, perceived trust and price structure to project brand image and satisfaction. Additionally, confirmation exhibits a stronger total effect of brand image on customer loyalty. Empirical findings extensively contribute to the theoretical and managerial understanding of subscribers’ attitudes toward telecommunication service in an emerging market context.

목차

Ⅰ. Introduction

Ⅱ. Review of Literature

Ⅲ. Hypotheses and Research Model

Ⅳ. Data and Measures

Ⅴ. Empirical Results

Ⅵ. Discussions

Ⅶ. Conclusions

키워드

Brand Image Perceived Value Perceived Trust Satisfaction Customer Loyalty