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

Author

Listed:
  • Khandakar, Md. Shariful Alam

    (Assistant Professor, Department of Tourism and Hospitality Management, University of Dhaka, BANGLADESH)

  • Bhuiyan, Md. Rakib Uddin

    (Assistant Professor, Department of International Business, University of Dhaka, BANGLADESH)

  • Siddika, Humaira

    (Lecturer, Department of Business Administration, Dhaka City College, BANGLADESH)

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.

Suggested Citation

  • Khandakar, Md. Shariful Alam & Bhuiyan, Md. Rakib Uddin & Siddika, Humaira, 2018. "Customers’ Expectation towards Online Marketing: A Study on Some Economic Zone in Bangladesh," American Journal of Trade and Policy, Asian Business Consortium, vol. 5(1), pages 7-14.
    • Handle: RePEc:ris:ajotap:0064
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    More about this item

    Keywords

    Internet; E-Business; E-Commerce; B2C; C2B; C2C; E-marketing; Online marketing strategy;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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