Evaluation of Brand Experience in SMART TV Industry of Bangladesh

Abstract

Companies are encouraged to be more imaginative and creative in the solutions they supply as a result of the progress of digital technology. This is done in order for them to satisfy the needs that have been felt by customers. The development of new technologies in the areas of electronics and technology has led to the creation of a number of new products, one of which is digital television, also known as SMART TV. In this paper, the author focuses on acquiring a better understanding of brand experiences in SMART TV industry of Bangladesh in order to improve customer satisfaction. So the author provides an empirical framework for the purpose of clarifying the process which transforms brand experience into customer satisfaction. The evaluation of brand experience (BE) has been analyzed based on the two elements, which are brand loyally (BL), and consideration of word of mouth (WOM). In this project paper, quantitative approach has been used to obtain in-depth information from a group of 60 respondents through conducting online survey. Therefore, the sample size is 60 and there were female respondents slightly greater in number than male respondents. In order to conduct research on brand experience including the aforesaid variables, a questionnaire with a standard research instruments have been developed. In the process of developing the questionnaire, five-point likert scales have been used. Data collection and analysis are done by using both descriptive and inferential statistics. The statistical analyses were carried out by SPSS, with frequency table, reliability statistics table, correlation analysis table, ANOVA table, regression and coefficient analysis table. After analyzing of the survey data, it was found that both brand experience (BE) and brand loyalty (BL) are significantly affecting the customers’ intention to generate positive word-of-mouth (WOM). Between two independent variables (BE and BL), brand loyalty (BL) is found to affect the customers’ intention to generate positive word-of-mouth to a greater extent than brand experience (BE) because of the higher associated beta value. In future, the study can be replicated in the service industry for greater generalization of brand experience and its impact on overall brand equity.