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Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry

Link to publisher's homepage at http://ijbt.unimap.edu.my

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Bibliographic Details
Main Author: Mohammad Rokibul Hossain
Other Authors: mrhpuc@gmail.com
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2019
Subjects:
Telecommunication
Switching Behavior
Corporate Image
Promotion
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/58142
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spelling my.unimap-581422019-01-30T04:16:47Z Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry Mohammad Rokibul Hossain mrhpuc@gmail.com Telecommunication Switching Behavior Corporate Image Promotion Link to publisher's homepage at http://ijbt.unimap.edu.my This study aims to investigate the impact of corporate image and promotion on switching behavior of mobile phone user. A structured self-administered questionnaire is used to collect the data from the respondents and a total of 250 responses were collected. A multiple regression analysis was used to analyze data and to test hypotheses. Empirical results indicate that corporate image and promotion have significant impact on customer switching behavior in a mass service industry (i.e., mobile phone). The result implies that when high brand image and lucrative promotional offers are available by other operators customers want to switch to those operators. Mobile phone operators are recommended to formulate operations and marketing strategies that focus on expectations of customers to retain existing customers and attract prospective customers. 2019-01-30T04:16:47Z 2019-01-30T04:16:47Z 2018-10 Article International Journal of Business and Technopreneurship, vol.8(3), 2018, pages 247-256 2231-7090 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/58142 en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Telecommunication
Switching Behavior
Corporate Image
Promotion
spellingShingle Telecommunication
Switching Behavior
Corporate Image
Promotion
Mohammad Rokibul Hossain
Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry
description Link to publisher's homepage at http://ijbt.unimap.edu.my
author2 mrhpuc@gmail.com
author_facet mrhpuc@gmail.com
Mohammad Rokibul Hossain
format Article
author Mohammad Rokibul Hossain
author_sort Mohammad Rokibul Hossain
title Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry
title_short Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry
title_full Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry
title_fullStr Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry
title_full_unstemmed Role of Corporate Image and Brand Promotion in Switching Behavior of Bangladeshi Consumers: An Empirical Study on Telecommunication Industry
title_sort role of corporate image and brand promotion in switching behavior of bangladeshi consumers: an empirical study on telecommunication industry
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2019
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/58142
_version_ 1643805540343611392
score 13.159267

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