Pabna University of Science and Technology

Abstract

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Purpose: The study tried to identify the influence of service marketing mix on perceived brand quality in mobile telecommunication industry with the reference to northern Bangladesh. Methodology: Research model has been developed from the previous literatures. The study adopted descriptive research design, quantitative approach, and survey-based research strategy. All the operators have been considered for the study where individual subscribers were treated as samples. Rajshahi district was selected as the study area. Sample size with 378 were determined who used a total of 672 SIM. Simple random sampling technique was used to draw the required samples while a pre-tested structured questionnaire was employed for survey. Researcher himself with two well-trained enumerators has completed the field data collection process. Researcher used SEM analysis to test the hypotheses. Findings: Result shows, all the seven hypotheses have been rejected. It suggests that service marketing mix has statistically significant effect or influence on perceived brand quality in mobile telecommunication industry in northern Bangladesh. Practical Implications: Implementation of the findings may provide operators with opportunities to improve their strength as perceived brand equity will increase. Moreover, operators would be able to leverage strategic marketing for brand management. Originality: Researcher tried to identify the variables and items that influence perceived brand quality that would be helpful for strategic fit in developing marketing strategy to gain competitive advantage for mobile telecom operators in northern Bangladesh. Research Limitations: As this study covered only Rajshahi district, it may not be generalized for overall Bangladesh.