The Impact of Brand Image on Customer Satisfaction: An Empirical Study of Departmental Store in Bangladesh

Abstract

Over the last decade, the departmental marketing sector of Bangladesh has witnessed immense growth and is now catering tocustomers. To make sure that these customers remain loyal, the departmentalstores are working to achieve high customer satisfaction through improved superior brand image by better service quality and reasonable price. This study, particularly, looks at all of these aspects and their association with customer satisfaction. Data was collected from the exit corner of the store, according to their availability and interest of the customers was chosen randomly from the ten largest departmental storein Dhaka, Bangladesh.The sample size was 200 and 150 completed questionnaires were received back with a response rate of 75%. The Results of this research are favorable and will help the department store service providers to shape their products and pricing policies in such a way that they could maximize customer satisfaction and maintain their customers in order to achieve higher market share.