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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| Abstract of the project paper submitted to the Senate of Universiti Tun Abdul Razak in partial fulfilment of the requirements for the Master of Business Administration Gen – Y Customer Satisfaction Factors for Smartphone Brand in Chattogram, Bangladesh By Muhammad Nibras October 2022 ABSTRACT Smartphone is a rapidly increasing product in the electronic industry, and it is seen as vital by the majority of people due to the breadth of its applications. Due to a greater demand for smartphones from well-known brands in Bangladesh, local businesses barely survive in their own market. Consumers are becoming less brand-focused and more price-sensitive in developed markets, and there are indications of market saturation. These markets exhibit faster growth than established markets in emerging and developing economies. The goal of this study is to uncover characteristics that influence customer satisfaction after purchasing a product. The study employs a quantitative technique, surveying Generation Y in Chattogram, with 300 participants. This study employs descriptive analysis, correlation analysis, and multiple regression analysis. According to the findings of this study, product judgment, product feature, social impact, brand image, and place of origin all have a strong correlation with customer satisfaction. Meanwhile, product assessment is the most significant factor on customer satisfaction. A discussion of the study's findings will serve as the foundation for recommendations to local producers, academics, and other stakeholders in Bangladesh's smartphone industry. |
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