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Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

2020-05Journal article Restricted access
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dc.contributor.authorHossain, Afzal
dc.contributor.authorHumayun K. Chowdhury, Md.
dc.contributor.authorHasan, Shahedul
dc.contributor.authorShamsuzzaman, Md.
dc.contributor.authorFahim, Ather Y.
dc.contributor.authorKhan, Md Yusuf Hossein
dc.date.accessioned2021-06-24T11:35:41Z
dc.date.available2021-06-24T11:35:41Z
dc.date.issued2020-05
dc.description.abstractBanking plays a vital role in the financial life of an industry, and the significance of banks can be realized from the fact that they are measured as to be the life-blood of the modern economy. The Banking industry is considered as the mirror of any country. Banks are especially crucial for developing economies like Bangladesh, which has 57 listed banks. Due to increased competition, banks are trying to grab a new and growing market segment like the students' segment. So, there is a gap to explore student's purchase intention toward banking service as the intention is one of the critical predictors of behavior. Banks utilize service marketing strategies, a key concept of service marketing, to retain existing customers, and attract new ones. Therefore, this paper addressed the impact of a service marketing mix on the purchase intention of banking service among university students in Dhaka city, the capital of Bangladesh. The results should enable marketers to detect the most critical and significant drivers affecting the purchase intention of university students. All the elements of the service marketing mix except place, promotion, and physical evidence were significantly related to purchasing intention. It has implications for bank service marketers regarding the practical design of mix strategy of service marketing for student segments.
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.doi10.1002/jsc.2335
dc.identifier.issn1086-1718
dc.identifier.urihttp://hdl.handle.net/10400.1/16510
dc.language.isoeng
dc.peerreviewedyes
dc.publisherWiley
dc.subjectBangladesh
dc.subjectBanking service
dc.subjectPurchase intention
dc.subjectService marketing mix
dc.subjectUniversity students
dc.subject.otherBusiness & economics
dc.titleBanking service in Bangladesh: The impact of service marketing mix on purchase intention of university students
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage374
oaire.citation.issue3
oaire.citation.startPage363
oaire.citation.titleStrategic Change-Briefings In Entrepreneurial Finance
oaire.citation.volume29
person.familyNameKhan
person.givenNameMd Yusuf Hossein
person.identifier.ciencia-id8614-69EE-C567
person.identifier.orcid0000-0002-5981-8849
person.identifier.scopus-author-id57219958341
rcaap.rightsrestrictedAccess
rcaap.typearticle
relation.isAuthorOfPublication351d6112-50c3-4ced-b0b2-55cfc106398c
relation.isAuthorOfPublication.latestForDiscovery351d6112-50c3-4ced-b0b2-55cfc106398c

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