Background of the Problem:
During the last four decades, satisfaction has been considered as one of the most important theoretical as well as practical issues for most marketers and customers researchers (Journal, 2004). Ho & Wo (1999) state the customer satisfaction is a critical issue in the success of any business. To fulfill this goal we need to know the definition of satisfaction by customers. According to Homburg et al, (2006) previous research has recognized that both cognition and affect significantly predict satisfaction. Process definition of satisfaction emphasize on the disconfirmation paradigm and according to that paradigm, customers from expectation to which they compare performance; and this comparison will result in confirmation or disconfirmation (Oliver and Desarbo, 1988). A broad definition of satisfaction is that it is an emotional response to the use of product or service; and it is also a complex human process which involves cognitive and effective processes as well as other psychological and physiological influences (Oliver, 1981). Early concepts of satisfaction research have typically defined satisfaction as post chose evaluation judgment concerning a specific purchase decision (Oliver, 1980; Oliver and Desarbo, 1988).
Objectives of the study
To determine to what extent perceived quality could affect customer satisfaction.
To investigate whether brand trust has significant impact on customer satisfaction.
To find out the impact of demographic variables on the customer satisfaction level towards Pepsi.
Justification or significance of the study:
The term customer satisfaction turn on favorable image for gaining more profit, customer loyalty, much market share on the basis of firm or industry. The study is to find out how brand trust, perceived quality and demographic variables would affect customer satisfaction. Some consumer wishes to get the maximum output by this particular type of product, in fact Pepsi customer also find out what’s their problem for choosing the regarding Pepsi. Aspect of customer satisfaction already has been conducted many kinds of article, journal, magazine, reports in the international perspective. In fact in the Bangladesh perspective we would not find any established and significance previous study about customer satisfaction. For this reason we underline this case study to identify how to build up a strong customer satisfaction, customer loyalty, customer relationship management, and profitability an empirical study. With the understanding of the factors that can affect customer satisfaction, it can help marketers to better understand their market and also those to better serve the needs and wants of their potential customers.
). quality or superiority of a product or service that customer’s perceive with respect to its intended purpose, relative to alternatives”. While zhang (2001) mentioned that perceived quality is the subjective assessment of quality resulting from image, advertising or brand names. Quality outstanding is an important dimension in measuring perceived quality because consumers’ judgment about a product based on its overall excellence and superiority (Aaker, 1991).
Brand Trust:
Rotter, (1967) defined trust as a generalized expectancy held by an individual that the word of another can be relied on. McAllister (1995) notified trust as the extent to which a person is confidant in, and willing to act on the basis of wards, actions and decision of others and, uniquely in the consumer domain. Chaudhuri and Holbrook (2001) defined trust as the willingness of the average consumer to rely on the ability on the band to perform its stated function. According to Ballester and Aleman (2001) , trust in a person is a feeling of security based on the belief that his/her behavior is guided and motivated by favorable and positive intention towards the welfare and interest of his/her partners. Trust is a state of being develops over time (Curran, Rosen, and surprenant, 1998) Meanwhile , Ravald and Gronroos (1996) consider trust as develop through experience. Rempel , Holmes, and Zanna (1985), also suggested that trust evolves from past experience and prior interaction.
Demographical variables:
Demographics, the study of human population in terms of size, density, location, age, gender, race, occupation, and others statistics (Philip kotler@gary Armstrong-page:68).the demographic involved in this study such as age,gender,income level. The income label showing on they bought, seemingly without caution, amassing record levels of debt (Philip kotler@gary Armstrong).the gender showing on –the socially constructed concepts of masculinity and femininity; the “appropriate” qualities or characteristics that are expected to accompany each biological sax.(admin.utcp.edu/default.aspx).
Refers to the different roles and responsibilities attributed to men and women in society.it does not mean the biological definition of sex as male and female,but also how these biological definition are constructed in a social context, subject to historical and cultural change(www.fasngo.org/terms.html).
Conclusion:
We tried to complete our proposal with the best effort. we are going to conduct this on soft drinks regarding Pepsi cola in the Bangladesh perspective. And also we will provide more details information showing on regarding our proposal in our final report, the Bangladesh perspective how to influence the factors such as brand trust. Perceived quality, and demographic variables on customer satisfaction; we will try to problefindings
the result as best aspect. We hope our case study will be turn on one of the best case study.
References:
Aaker, D.A. (1991). Managing Brand Equity, Free Press, New York, N.Y.
Aaker, D.A. and Joachimsthale, E. (2000). Brand Leadership. Free Press, N.Y.
Chaudhuri, A., and Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty, Journal of Marketing, 65(2). 81-93.
Kotler, P. (1997). Marketing Mangement Analysis, Planning, Implementation and Control (9th Edition). Upper Saddle River, New Jersey, Prentice Hall International.
Oliver, R.L. (1997). Satisfaction: A Behavioral prespective on the Consumer. Irwin/McGraw-Hill, New.York. N.Y
McAllister, D.J. (1995). Affecting and cognition based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38, February, 24-59.
Ravald, A. and Gronroos, C. (1996). The Value Concept and Relationship Marketing, European Journal of Marketing , 30(2), 19-33.
During the last four decades, satisfaction has been considered as one of the most important theoretical as well as practical issues for most marketers and customers researchers (Journal, 2004). Ho & Wo (1999) state the customer satisfaction is a critical issue in the success of any business. To fulfill this goal we need to know the definition of satisfaction by customers. According to Homburg et al, (2006) previous research has recognized that both cognition and affect significantly predict satisfaction. Process definition of satisfaction emphasize on the disconfirmation paradigm and according to that paradigm, customers from expectation to which they compare performance; and this comparison will result in confirmation or disconfirmation (Oliver and Desarbo, 1988). A broad definition of satisfaction is that it is an emotional response to the use of product or service; and it is also a complex human process which involves cognitive and effective processes as well as other psychological and physiological influences (Oliver, 1981). Early concepts of satisfaction research have typically defined satisfaction as post chose evaluation judgment concerning a specific purchase decision (Oliver, 1980; Oliver and Desarbo, 1988).
Objectives of the study
To determine to what extent perceived quality could affect customer satisfaction.
To investigate whether brand trust has significant impact on customer satisfaction.
To find out the impact of demographic variables on the customer satisfaction level towards Pepsi.
Justification or significance of the study:
The term customer satisfaction turn on favorable image for gaining more profit, customer loyalty, much market share on the basis of firm or industry. The study is to find out how brand trust, perceived quality and demographic variables would affect customer satisfaction. Some consumer wishes to get the maximum output by this particular type of product, in fact Pepsi customer also find out what’s their problem for choosing the regarding Pepsi. Aspect of customer satisfaction already has been conducted many kinds of article, journal, magazine, reports in the international perspective. In fact in the Bangladesh perspective we would not find any established and significance previous study about customer satisfaction. For this reason we underline this case study to identify how to build up a strong customer satisfaction, customer loyalty, customer relationship management, and profitability an empirical study. With the understanding of the factors that can affect customer satisfaction, it can help marketers to better understand their market and also those to better serve the needs and wants of their potential customers.
). quality or superiority of a product or service that customer’s perceive with respect to its intended purpose, relative to alternatives”. While zhang (2001) mentioned that perceived quality is the subjective assessment of quality resulting from image, advertising or brand names. Quality outstanding is an important dimension in measuring perceived quality because consumers’ judgment about a product based on its overall excellence and superiority (Aaker, 1991).
Brand Trust:
Rotter, (1967) defined trust as a generalized expectancy held by an individual that the word of another can be relied on. McAllister (1995) notified trust as the extent to which a person is confidant in, and willing to act on the basis of wards, actions and decision of others and, uniquely in the consumer domain. Chaudhuri and Holbrook (2001) defined trust as the willingness of the average consumer to rely on the ability on the band to perform its stated function. According to Ballester and Aleman (2001) , trust in a person is a feeling of security based on the belief that his/her behavior is guided and motivated by favorable and positive intention towards the welfare and interest of his/her partners. Trust is a state of being develops over time (Curran, Rosen, and surprenant, 1998) Meanwhile , Ravald and Gronroos (1996) consider trust as develop through experience. Rempel , Holmes, and Zanna (1985), also suggested that trust evolves from past experience and prior interaction.
Demographical variables:
Demographics, the study of human population in terms of size, density, location, age, gender, race, occupation, and others statistics (Philip kotler@gary Armstrong-page:68).the demographic involved in this study such as age,gender,income level. The income label showing on they bought, seemingly without caution, amassing record levels of debt (Philip kotler@gary Armstrong).the gender showing on –the socially constructed concepts of masculinity and femininity; the “appropriate” qualities or characteristics that are expected to accompany each biological sax.(admin.utcp.edu/default.aspx).
Refers to the different roles and responsibilities attributed to men and women in society.it does not mean the biological definition of sex as male and female,but also how these biological definition are constructed in a social context, subject to historical and cultural change(www.fasngo.org/terms.html).
Conclusion:
We tried to complete our proposal with the best effort. we are going to conduct this on soft drinks regarding Pepsi cola in the Bangladesh perspective. And also we will provide more details information showing on regarding our proposal in our final report, the Bangladesh perspective how to influence the factors such as brand trust. Perceived quality, and demographic variables on customer satisfaction; we will try to problefindings
the result as best aspect. We hope our case study will be turn on one of the best case study.
References:
Aaker, D.A. (1991). Managing Brand Equity, Free Press, New York, N.Y.
Aaker, D.A. and Joachimsthale, E. (2000). Brand Leadership. Free Press, N.Y.
Chaudhuri, A., and Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty, Journal of Marketing, 65(2). 81-93.
Kotler, P. (1997). Marketing Mangement Analysis, Planning, Implementation and Control (9th Edition). Upper Saddle River, New Jersey, Prentice Hall International.
Oliver, R.L. (1997). Satisfaction: A Behavioral prespective on the Consumer. Irwin/McGraw-Hill, New.York. N.Y
McAllister, D.J. (1995). Affecting and cognition based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38, February, 24-59.
Ravald, A. and Gronroos, C. (1996). The Value Concept and Relationship Marketing, European Journal of Marketing , 30(2), 19-33.
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