Presentation Schedule
The Impact of Digital Marketing, Service Marketing, and Service Delivery Factors Towards Consumer Buying Behavior in the Local E-commerce Industry (100584)
Session: On Demand
Room: Virtual Video Presentation
Presentation Type:Virtual Presentation
The primary objective of this study is to determine the impact of digital marketing, service marketing and service delivery factors on consumer buying behavior in the local e-commerce industry in Bangladesh. The research captivates on identifying how the three independent variables affect purchasing decisions, satisfaction and loyalty among online buyers. The research methodology used was quantitative for this study. The data was collected via online structured questionnaire using Google Forms, targeting 408 respondents who are active e-commerce users in Bangladesh. The date was then analyzed using statistical software to determine the strength and significance of the relationships between the independent and dependent variables. The findings showed that all three independent variables have a statistically significant impact on consumer buying behavior. However, the sub-variable brand communication (service marketing) was found to be insignificant. This study can contribute to the e-commerce industry in Bangladesh by highlighting the need to focus on operational efficiency, CRM systems and digital visibility. Policymakers of the country can also use this study to design consumer protection regulations and digital infrastructure strategies. It can also contribute academically to existing literature by offering localized insights into consumer behavior in emerging digital markets.
Authors:
M Zayed Sakif, Bangkok University, Thailand
Papob Puttimanoradeekul, Bangkok University, Thailand
About the Presenter(s)
Mr. M Zayed Sakif is full time MBA student at Bangkok University, Thailand.
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Virtual Presentation
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