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The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement Andam Jamal

The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement

Author (s)

Andam Jamal

Abstract

Nowadays, hotels need further efforts to grow new streams of income as rivalry is penetrating and new visitors are difficult to confirm at a mature phrase. It is vital for hotel managers to recognize additional concerning customer engagement with brand, to recognize what the antecedents of these kind of engagements are, and to distinguish what consequences they are able to achieve from customer engagement. The study aimed to investigate the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq.  Quantitative Research used in the current study. Quantitative Research is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population. According to the ministry of tourism, 3 million people visited Erbil on 2018. the authors have used online sample calculator to measure my sample size, according to that I have found that the authors need to distribute 400 questionnaires, but the authors received 353 valid questionnaires. The authors applied a simple regression analysis to measure research hypotheses, the findings revealed that the highest value and most effective concerning measuring the background and result of brand relationship quality and customer engagement at hotels industry in the Northern of Iraq, was first hypothesis which stated that  Hotel stay related membership benefits of loyalty program positively influence Brand relationship quality. In contrast, the lowest value was for second hypothesis which stated that Non-Hotel stay related membership benefits of loyalty program positively influence customer engagement.

 Keywords: Service quality, brand relationship quality, customer engagement, loyalty, Word of mouth, hotels.

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Title: The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement
Author: Andam Jamal
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.4172726
Media: Online
Volume: 4
Issue: 11
Acceptance Date: 20/10/2020
Date of Publication: 01/11/2020
PDF URL: https://ijsab.com/wp-content/uploads/618.pdf
Free download: Available
Page: 131-151
First Page: 131
Last Page: 151
Paper Type: Research article
Current Status: Published

 

Cite This Article:

Andam Jamal (2020). The Antecedents and Outcomes of Brand Relationship Quality and Customer Engagement. International Journal of Science and Business, 4(11), 131-151. doi: https://doi.org/10.5281/zenodo.4172726

Retrieved from https://ijsab.com/wp-content/uploads/618.pdf

 

About Author (s)

Andam Jamal, Business Administration, Faculty of Economics and Administrative Sciences, Cyprus International University, Haspolat Campus, Northern Cyprus via Mersin 10, Turkey.

 

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DOI: https://doi.org/10.5281/zenodo.4172726

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Factors Affecting the Service Taker’s Satisfaction towards the Service Quality of Banks: A survey of clients in the northern region of Bangladesh Hiren Chandra Mahonta & Tarannum Islam

Factors Affecting the Service Taker’s Satisfaction towards the Service Quality of Banks: A survey of clients in the northern region of Bangladesh

Author (s)

Hiren Chandra Mahonta & Tarannum Islam

Abstract

The main purpose of the study was to identify factors that affect service taker’s satisfaction with various banks in the northern region of Bangladesh. Both primary and secondary sources were explored for data collection. Necessary data were collected from 200 respondents. A structured questionnaire with 5 point Likert scale had been used to collect data. Data had been analyzed by using SPSS software. Different statistical tools were used which were compatible with our research such as reliability analysis, Frequency Distribution, Cross-tabulation, Multiple Regression Analysis, Hypothesis Testing, and Factor Analysis. The findings of the study revealed the most important factors that affect the service taker’s satisfaction. The study suggested that there was a strong effect of independent variables on the dependent variable. Unstandardized coefficients indicated how much the dependent variable (Service taker’s satisfaction) varies with the independent variable (15 factors) when all other independent variables are held constant. Thus alternative hypothesis was accepted and the null hypothesis was rejected. The study was based on the relatively small sample size (200) from the northern region of Bangladesh, which may not reflect the whole scenario of Bangladesh. The results of the study will be helpful to the bank authority and other stakeholders to determine customer demand and also help to formulate better policies to satisfy existing customers and attract the new customer.

 

Keywords: Service Taker’s Satisfaction, Service Quality, financial institution, banks,  Bangladesh.

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Title: Factors Affecting the Service Taker’s Satisfaction towards the Service Quality of Banks: A survey of clients in the northern region of Bangladesh
Author: Hiren Chandra Mahonta & Tarannum Islam
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.3940109
Media: Online
Volume: 4
Issue: 8
Acceptance Date: 10/07/2020
Date of Publication: 11/07/2020
PDF URL: https://ijsab.com/wp-content/uploads/576.pdf
Free download: Available
Page: 1-12
First Page: 1
Last Page: 12
Paper Type: Research Paper
Current Status: Published

Cite This Article:

Hiren Chandra Mahonta & Tarannum Islam (2020). Factors Affecting the Service Taker’s Satisfaction towards the Service Quality of Banks: A survey of clients in the northern region of Bangladesh. International Journal of Science and Business, 4(8), 1-12. doi: https://doi.org/ 10.5281/zenodo.3940109

Retrieved from https://ijsab.com/wp-content/uploads/576.pdf

 

About Author (s)

Hiren Chandra Mahonta, MBA in Marketing, Hajee Mohammad Danesh Science and Technology University (HSTU), Dinajpur, Bangladesh.

Tarannum Islam (corresponding author), Lecturer, Department of Marketing, Hajee Mohammad Danesh Science and Technology University (HSTU), Dinajpur, Bangladesh.

 

 

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DOI: https://doi.org/10.5281/zenodo.3940109