A DESCRIPTIVE RESEARCH OF CONSUMER PROMOTION, PRICE PERCEPTION, SERVICE QUALITY, CUSTOMER SATISFACTION, AND BRAND LOYALTY IN THE CONTEXT OF ROBI AXIATA LIMITED IN DHAKA

Abstract

The purpose of this study is to ascertain consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty in the context of Robi Axiata Limited in Bangladesh. As a descriptive research, it aims at understanding how various factors or dimensions of consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty affect subscriber’s perception for Robi Axiata Limited (Robi). The study was on Robi located in Dhaka. A survey research is used to assess consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty. A 5-point likert scale questionnaire is used. It contains 39 statements about Robi’s promotional activities, voice clarity, network availability, internet service, Value Added Services, price of the service, TVC, Billboard, Print Ad, Ad in Radio, Responsiveness, Reliability, Empathy, Assurance, Tangibles, customer service, brand image. The questionnaire also contains Gender, Occupation, Income Level Per Month, and the most important criteria while choosing the service of Robi in addition to the background data of the respondents. An online questionnaire is used for analysis and it is posted in facebook. Findings indicated that most Robi subscribers are agree about consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty in Dhaka. The important dimensions or factors that determine consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty in Dhaka are marketing tools, reasonable tariff plan, premium quality of service, highest satisfaction with Robi, and brand name of Robi. One of the limitations of this study is in the sample whereby the study measure only private universities students’ perceptions and left out all the other students studying other public and national universities. This limits the generalization of the findings across Dhaka. The researcher’s implication is that measuring subscriber’s perceptions of consumer promotion, price perception, service quality, customer satisfaction, and brand loyalty enable Robi to prioritize important factors identified as important by the subscribers for effective allocation of resources.