Customers’ Expectation towards Online Marketing: A Study on Some Economic Zone in Bangladesh

Md. Shariful Alam Khandakar, Md. Rakib Uddin Bhuiyan and Humaira Siddika
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Md. Shariful Alam Khandakar: Assistant Professor, Department of Tourism and Hospitality Management, University of Dhaka, BANGLADESH
Md. Rakib Uddin Bhuiyan: Assistant Professor, Department of International Business, University of Dhaka, BANGLADESH
Humaira Siddika: Lecturer, Department of Business Administration, Dhaka City College, BANGLADESH

American Journal of Trade and Policy, 2018, vol. 5, issue 1, 7-14

Abstract: This paper analyzes the customers’ expectations of online marketing in Bangladesh. First, it evaluates the impact of independent variables (factors of online marketing) on the dependent variable (customers’ satisfaction). A survey was conducted through a questionnaire, and data were collected from 200 respondents’. Samples (Individuals and corporate firms) were selected from three economic zones, and a multiple regression analysis was conducted for the study. It also evaluates customers’ expectations of online marketers. Moreover, the study highlights online marketing strategies. Next, the study focuses on the benefits of online marketing. It also identifies the problems and challenges of developing online marketing strategies. Online marketing opens vast opportunities for marketers and customers where the ratio of benefits is higher than the ratio of costs. Finally, the study provides specific ways to solve the problems, emphasizing online marketing principles and providing the opportunity to cope with today’s competitive market. The strategies require continuous improvement and are expected to be more dynamic in the future.

Keywords: Internet; E-Business; E-Commerce; B2C; C2B; C2C; E-marketing; Online marketing strategy (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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