Impact of CRM, IMC, and PE on Purchase Intentions: Evidence from the Real Estate Market of Bangladesh

Authors

  • A K M Kamrul Haque American International University-Bangladesh (AIUB)
  • Md. Khaled Amin American International University-Bangladesh (AIUB)
  • Asif Parvez American International University-Bangladesh (AIUB)

Keywords:

CRC, CRM, IMC, Purchase Intention (PI), Word of Mouth (WOM)

Abstract

This study sought to identify the relative roles of Customer Relationship Management (CRM), Integrated Marketing Communication (IMC), Customer Referral Campaign (CRC) and Perceived Experience (PE) in the formation of the Purchase Intentions (PI) of Bangladeshi consumers. A total of 111respondents were literally categorized into apartment owners and prospective buyers, were eventually surveyed with the structured and self-administrated questionnaires followed by few in-depth interviews. The results of the study suggest that the three variables; CRM, IMC and PE appear to have significant direct impact on the formation of the Purchase Intentions (PI) of the apartment in Dhaka city. Conversely, CRC found to have no effect on the Purchase Intention (PI).

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Published

2017-11-30

How to Cite

Haque, A. K. M. K., Amin, M. K., & Parvez, A. (2017). Impact of CRM, IMC, and PE on Purchase Intentions: Evidence from the Real Estate Market of Bangladesh. AIUB Journal of Business and Economics, 14(1), 75–89. Retrieved from https://ajbe.aiub.edu/index.php/ajbe/article/view/54

Issue

Vol. 14 No. 1 (2017): AIUB Journal of Business and Economics [AJBE]

Section

Articles