Influence Of Marketing Mix On Customer Satisfaction In Real Estate: Mediating Effect Of Technology & Moderating Effect Of Government & Building Process In Bangladesh.
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 80-96
AbstractIn Bangladesh the Housing and Real Estate Industry is one of the rapid growing and pioneer business sector. The rapid urbanization needs more accommodation and housing supply, which creates a huge market for the real estate industry in Bangladesh. Brick is one of the main building materials for the construction industry. Brick manufacturing in Bangladesh is done with traditional methods. The fixed chimney kiln (FCK) are used to produce the bricks which consumes coal & fertilized soil and releases pollutants into the atmosphere, leading to harmful effect on animals, human beings and agricultural yields. At present there are number of alternative products are available instead of burnt clay bricks, which are cost effective, environment friendly, and disaster resistant. The Objective of the study is to reviewing literature on the topics, develop a conceptual framework for this research field and investigate the impact of customer satisfaction of the using of these alternative building materials and the technology as a mediating effect within the marketing mix and the role of government & building process. The study would be conducted in Dhaka, Bangladesh where customers & stakeholders would be provided structured questionnaire. The questionnaire would adapt from literature and the study will be conducted with a deductive approach and would be follow quantitative method and positive paradigm. The survey population would be selected from the Dhaka city and among the selected respondent 380 would be the sample size. Convenience sampling method would be applied. The data analysis would be followed descriptive Statistics and regression analysis methods. The analysis would be done by using Smart PLS. The Study would adopt three underpinning theories to establish the relationship among variables. The theories are: Marketing mix theory, the Dissonance theory and the Technology acceptance Model (TAM) theory. The expected findings would be providing a comprehensive view of the customer satisfaction of using alternative building materials and would contribute to body of knowledge theoretically and the practical knowledge will help the policymakers, the government of Bangladesh, managers, and other stakeholders to formulate the next policy and practice. In future, comparative researches can be carried out by collecting samples from other cities of the country. Another research can be done including other social compliance variables which were not included in this study.
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