文章基本信息

标题：Analysis On the Marketing Strategy and Competitive Advantage of Banking Industry in Bangladesh: An Entrepreneurial Case Study of HSBC Bank
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作者：Sabrin Nahar ; Abdelrhman Meero ; Abdul Aziz Abdul Rahman 等
期刊名称：Academy of Entrepreneurship Journal
印刷版ISSN：1087-9595
出版年度：2021
卷号：27
期号：4
页码：1-7
语种：English
出版社：The DreamCatchers Group, LLC
摘要：This study mainly focuses on the marketing strategies and investigates how it relates with the competitive advantage in the banking sectors. The researchers evaluate the existing marketing strategies of HSBC bank by using interpretivism research philosophy to understand the situation, identify the problem and solve it. The deductive research approach is used to develop the hypotheses and regression analysis is used to test the hypotheses. The researchers apply random sampling techniques to select sample size of 50 and collect the data in the convenience sampling basis. However, this study finds out two most influential factors of competitive advantage that are brand value and customer satisfaction. By analyzing these two influential factors the researchers suggest HSBC bank to concentrate on Social Media Marketing since 44% of customers are linked with them via social media.
关键词：Marketing Strategy;Competitive Advantage;HSBC Bank;Brand Value;Customer Satisfaction