Report

The Impact of Product Value and Customer Service on Purchase Behavior and Customer Loyalty in Bangladeshi Context

Wahiduzzaman Khan

Assistant Professor of Marketing, Asian University of Bangladesh, Bangladesh wzk_roence @ yahoo.co.uk

Prof. Dr. Md. Rabiul Islam

Chairman, Department of Marketing, University of Rajshahi, Bangladesh rislam92 @yahoo.

Mohammad Abu Hanif

FAVP, United Commercial Bank Limited, Dhaka, Bangladesh. utr@ucbl.com

Abstract:

This research paper was originally hypothesized by Mr. Kwok Leung, Mr. Wai Kwan Li and Mr. Yuk-Fai Au at international level. The same hypotheses were tested at Bangladesh that what is the impact of customer services and product value on customer loyalty and purchase behavior. These hypotheses were tested by taking 300 people as sample size that does their purchase at different retail outlets at Dhaka/Narayanganj. The results indicated that customer services plays a vital role in constructing customer loyalty while there was no impact found by the product value. Six different retail stores were visited. The repeat purchase was found as a result of effective customer services. It was also found that customers give high consideration to price while post purchase decisions.

Introduction Customer service is a combination of activities that are designed for the enhancement of customer satisfaction level. The importance of customer service depending on nature of product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified period. In few retail stores that have the desk or counter for dealing with returns, exchanges and complaints, or to perform other functions which are eventually related to customer services. The importance of customer services can be noticed by differentiating effects of product value with customer services (Kwok Leung et al, 1988).The accurate ingredients of both customer services and product value are contrasted by this we will come to...