Does customer satisfaction exist in purchasing and usage of electronic home appliances in Bangladesh through interaction effects of social media?

Abstract

The objective of the study was to investigate the impact of product quality, quality of service and perceived value on customer satisfaction with the intensity of social media effect. The study was conducted based on quantitative research methodology for which a structured questionnaire was developed to collect data from 323 households in Bangladesh. A judgmental sampling technique was adopted for data collection by using the social media. Collected data was analysed using SEM-AMOS and SPSS. The result revealed that product quality, quality of service and perceived value have positive and significant effects on customer satisfaction with usage level of social media. The outcomes of this study will help managers promote their brands through social media to build a strong customer base. This study also contributes to the body of knowledge by providing some evidence of relationships among product quality, quality of service, perceived value and customer satisfaction.