Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

2020 ◽  
Vol 29 (3) ◽  
pp. 363-374
Author(s):  
Afzal Hossain ◽  
Md. Humayun K. Chowdhury ◽  
Shahedul Hasan ◽  
Md. Shamsuzzaman ◽  
Ather Y. Fahim ◽  
...  
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Service Marketing ◽  
Marketing Mix ◽  
Banking Service ◽  
The Impact

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

2020 ◽  
pp. 62-79
Author(s):  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Banking Service ◽  
Service Brand ◽  
Marketing Variables ◽  
The Impact

In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.

scholarly journals The Impact of Physical Evidence in Service Delivering as Marketing Tools that Foreseen Profitability for Private Universities in Nigeria

2020 ◽  
Vol 1 (1) ◽  
pp. 14-18
Author(s):  
Maryam Yusuf ◽  
Norhilmi Muhammad ◽  
Ibrahim Yahaya Suleiman
Keyword(s):  
Service Quality ◽  
Market Share ◽  
Significant Influence ◽  
Private Universities ◽  
Service Marketing ◽  
Private University ◽  
Marketing Mix ◽  
Physical Evidence ◽  
The Impact ◽  
Students Satisfaction

This study aimed to analyze the influence of physical evidence in service marketing mix and how it reflect on it profitability and won the market share among their competitors, it also highlight how physical evidence reflects on service quality and students satisfaction in Nigerian private Universities. This study took 20 universities as samples with a stratified random sampling. 500 questionnaires were used for the research purpose, were each university was given 25 questionnaires.  The results Agreed with hypothesis one (HI) variables  that said that physical evidence is significantly associated with market share of private university, while its disagree with the (H0 )that said physical evidence is not significantly associated with the market share of the private universities, the research also agreed on the second (HI) physical evidence is significantly associated with profitability of the private universities in Nigeria (H0)  This research disagreed with the null hypothesis that physical evidence is not associated with the profitability of the private Universities in Nigeria and the success of every private university is to satisfy the need and want of their student, which is being achieved through service quality that had strong influence on students’ satisfaction in Nigerian private Universities. Physical evidence had significant influence in service marketing and service quality had significant influence on student’s satisfaction.

Marketing and consumption of art products: the movie industry

2018 ◽  
Vol 8 (1) ◽  
pp. 80-98 ◽  
Author(s):  
Elif Ulker-Demirel ◽  
Ayse Akyol ◽  
Gülhayat Gölbasi Simsek
Keyword(s):  
Purchase Intention ◽  
Distribution Channels ◽  
Marketing Mix ◽  
Movie Industry ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Post Purchase ◽  
The Impact ◽  
The Relationship ◽  
Movie Marketing

Purpose The purpose of this paper is to investigate the impact of the importance, assigned by audiences, of factors such as people, movie features, script, price, promotion, and distribution channels (defined as a movie marketing mix) on the audience’s buying intentions, as well as the impact of their buying intentions on word of mouth (WOM). In addition, the intention is to explore the relationship between the preference and frequency of people’s cultural event attendance with their buying intention and the relationship between people with extroverted personalities and WOM. Design/methodology/approach The data were collected from 904 valid surveys conducted in Beyoglu, one of the important centres for the culture and art life of the Istanbul. Findings The results show that promotion, actor or actress, and diversity of distribution channels have a positive effect on people’s purchase intention. In addition, the frequency of attendance to cultural events can be determinative of the audience and helpful for industry professionals. Originality/value Although there have been a number of studies that examine the simple relationships among some of these variables (movie marketing mix, attendance, purchase intention, WOM, extraversion), there is still a gap in the literature with regard to these variables in an integrated framework. Considering these variables in the same model and analysing the effects of each dimension individually provides a better explanation of consumer purchase intention and post-purchase behaviour in the movie industry. This study extends the previous research by incorporating the concept of movie marketing and consumption by improving the scale with data collected in Istanbul, Turkey.

scholarly journals PENGARUH BAURAN PEMASARAN JASA TERHADAP INPATIENT SATISFACTION RUMAH SAKIT XYZ, BEKASI [THE EFFECT OF SERVICE MARKETING MIX ON INPATIENT SATISFACTION AT HOSPITAL XYZ, BEKASI]

2021 ◽  
Vol 1 (1) ◽  
pp. 71
Author(s):  
Rowny Bernhard Ginting
Keyword(s):  
Sampling Method ◽  
Positive Impact ◽  
Service Marketing ◽  
Likert Scale ◽  
Marketing Mix ◽  
Price Promotion ◽  
Product Price ◽  
Physical Evidence ◽  
Convenience Sampling ◽  
The Impact

<p>This research was directed to decide the impact of the seven parts of the marketing mix on inpatient satisfaction. This research was conducted at XYZ Hospital Bekasi, involving 100 inpatients. Information assortment was done by appropriating questionnaires containing 40 questions related to marketing mix and satisfaction with a Likert Scale of 1-5 based on convenience sampling method. Data were analyzed by SEM method based on PLS. The aftereffects of this examination found that the seven P marketing mix components (product, price, promotion, place, people, physical evidence, and process) was proven to have a positive impact on patient fulfillment.</p>

scholarly journals Effective Factors of Service Marketing Mix on Tourist Satisfaction: A Case Study

2019 ◽  
Vol 15 (7) ◽  
pp. 1 ◽  
Author(s):  
Mahfuzur Rahman ◽  
Mohammad Shariful Islam ◽  
Md. Al Amin ◽  
Rebaka Sultana ◽  
Md. Imran Talukder
Keyword(s):  
Measurement Techniques ◽  
Service Marketing ◽  
Marketing Mix ◽  
Decision Makers ◽  
Tourist Satisfaction ◽  
Research Gap ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

The core goal of the study is to examine the relationship between the service marketing mix and tourist satisfaction. The study also attempted to measures the impact of each element of service marketing on tourist satisfaction at Ahsan Manzil in Bangladesh. In order to attain the goal of the research, a good number of extant literature was reviewed and a structured questionnaire was developed to meet the research gap. Based on the studied variables non probabilistic convenience sampling method used to collect data from a sample of 250 respondents who visited the place and seven causal hypothesize was developed. Statistical measurement techniques employed for the study are descriptive, correlation, regression, ANOVA used and cronbach alpha measured the internal consistency of variables. Data analysis executed by using SPSS 20.0. The findings of the study revealed a positive linear relationship of all variables with tourist satisfaction except promotional activities. The novelty of the paper is that it exhibited the consequences of tourists&rsquo; satisfaction and dissatisfaction to guide decision-makers and to keep the specific focus on promotional activities.

Examining the Impact of Celebrity Endorsement on Student's Purchase Intention of Smartphone

2021 ◽  
Vol 7 (2) ◽  
pp. 241
Author(s):  
Zarith Delaila Abd Aziz ◽  
Zarith Thuraya Abd Aziz
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Marketing Tactics ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
The Impact ◽  
It Success

Consumers in Malaysia have witnessed the use of  smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention of smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists marketing practitioners to better understand the use of celebrity endorsement.

Antecedents of Cause Marketing: An Assessment of Psychographic and Demographic Factors on the Consumer’s Purchase Behaviour

2019 ◽  
Vol 15 (4) ◽  
pp. 153-161
Author(s):  
Shruti Gupta
Keyword(s):  
Customer Relationship Management ◽  
Purchase Intention ◽  
Relationship Management ◽  
Marketing Mix ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Cause Marketing ◽  
Corporate Giving ◽  
Buying Behaviour ◽  
The Impact

Cause marketing initiatives are increasingly becoming the prominent aspect of the marketing mix; a lot of companies are jumping into the bandwagon primarily to distinguish themselves in the homogeneous markets. However, it is only a recent phenomenon that the companies are beginning to appreciate how corporate giving may be adopted as an effective strategy to market their products in the competitive markets. This article is aimed at examining the effect of psychographics and demographics on the buying behaviour of the consumer. It identifies the various factors that drive the behaviour of the consumer exposed to a customer relationship management (CRM) initiative and examine the impact of the same on the attitude, perception and purchase intention of the consumer. This, in turn, provides valuable insights to the academicians and the practitioners as to how to communicate and what to emphasise while designing their cause marketing communication initiatives.

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