| dc.description.abstract | Purpose: The inevitable important of satisfied customer for successful
organization is significant. It infers Local Enterprise like Aarong to
initiate the analysis of their customer satisfaction characteristics. The
study has been tried to find out the extent of relation of customer
expectation, perceived value, complaints and loyalty phenomenon and
the impact on customer satisfaction.
Methodology: A convenient sampling technique has been used to collect
primary data by means of a survey, using self-administered
questionnaires distributed to the respondent through Google Form. 100
Respondents have been targeted in Dhaka city to find out their
satisfactory status through a structured questionnaire. The result is being
analyzed by Regression and ANOVA model in SPSS 25.0. The
Gratification level of customer is being very significant from the
analysis. Unique Design, Product quality, brand image, advertisements,
online store, membership, decreasing quality etc. are the major
influencing factors for Aarong to build up customer gratification.
Findings: From discussion Aarong loyal customer base is very much
strong so that they should determine their bonded customer with several
benefits like membership cards, coupon or gift voucher. Positive WOM
and the brand equity are also very impactful for airing customer
gratification. The recent complaints factors like high price low quality,
fraudulence, sales representative behaviors etc. need to be undermined
for more satisfied customer.
Limitations: To get more consumers‟ behavioral insights if focused
group discussion or depth interview could be conducted along with direct
questionnaire survey; it would elicit more actual view. But it would be
more time consuming and involve more financial investment. But it can
be an avenue for further research initiation to get candid and more
elaborate information.
Practical Implications: The study has a number of implications for
management and policy. Customers are still satisfied with Aarong
products. Aarong should retain their customer; provide good value to the
loyal customer.
Originality/Value: In fact, multiple research activities have been
conducted in abroad regarding customer satisfaction, but not a single
work similar to this research topic has been done in Bangladesh
regarding Aarong. Some internship reports are mostly similar for Aarong
customer awareness or loyalty. But there is no research on it.
Researcher‟s endeavor to discover customer gratification level toward
Aarong need to be determined as some questions have been raised among
the people about Aarong quality. | en_US |
