Bangladesh Journal of Multidisciplinary Scientific Research

MARKETING MAGIC: UNCOVERING THE KEY DRIVERS OF LOYALTY AMONG LUXURY HOTEL GUESTS

Yu Liang — 2024-11-26

Over the past decade, the tourism industry in China has grown significantly, boosting both the size and revenue of the hotel sector across the nation. To stay competitive and relevant to the demand of the market, hospitality firms, particularly the hotels, must deliver excellent services and employ innovative and creative marketing strategies to attract new customers while retaining existing ones. As competition intensifies, research suggests that hotel brand image and customer awareness towards the brand have become crucial catalysts in driving customer loyalty and word-of-mouth, both of which are key to business success in the long term. Given the importance of a sustainable business model for hotels, this study explores and examines the interrelationships between marketing factors, hotel brand image and awareness, service quality, customer satisfaction, loyalty, and word-of-mouth. Using a survey questionnaire, we collected data from 396 luxury hotel guests in mainland China. The collected data were subsequently analysed using SPSS and SmartPLS statistical software. The results reveal that hotel brand image and awareness significantly impact guests' perceived service quality, and all hypotheses regarding the interrelationships between service quality, satisfaction, and loyalty were supported. Furthermore, the findings suggest that hotel managers should prioritise brand image and customer awareness towards the brand as part of their key strategies to improve perceived service quality and, ultimately, drive loyalty among hotel guests. Lastly, this study offers various strategic methods that hotels can consider to attract both domestic and international guests, providing valuable insights to advance the hospitality industry in mainland China.

JEL Classification Codes: M31, M37, L83, L84, Z32.

HOLISTIC MARKETING AND SUSTAINABILITY: INSIGHTS FROM A BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH

Wahiduzzaman Khan — 2024-12-16

Sustainability has grown into vital focus in global business practices, with companies increasingly integrating sustainable strategies into their marketing approaches. However, research on the convergence of sustainability and holistic marketing still needs to be completed, especially in emerging economies. A cohesive understanding is necessary for businesses to adopt comprehensive strategies that serve both financial and ecological objectives. This study investigates global research trends in incorporating sustainability into holistic marketing. Using a bibliometric analysis, data from 105 peer-reviewed articles published between 1996 and 2024 were analyzed and sourced from Scopus through the PRISMA framework. Visualization tools like VOSviewer were used to map co-authorship networks, keyword co-occurrence, and citation patterns. The results reveal that sustainability is increasingly becoming a focal point in marketing strategies, with significant contributions from developed economies like the United States and the United Kingdom, while emerging economies like India are gradually entering the discourse. The co-occurrence analysis identified four key thematic clusters: sustainability and innovation, marketing and product development, corporate social responsibility (CSR) and supply chain management, and decision-making processes. The findings of this study indicate a growing alignment between sustainability and holistic marketing, particularly in innovation and product development. However, the research remains concentrated in developed regions, highlighting the need for more studies in emerging markets. The results suggest a need for greater collaboration between areas to foster a more global approach to sustainable marketing practices.

JEL Classification Codes: M31, Q01, M14.

GREEN BANKING EVOLUTION: MAPPING THE STATE-OF-THE-ART OF LITERATURE

Liyana Ab Rahman — 2024-12-16

The urgency to address environmental degradation and climate change has placed significant pressure on financial institutions to adopt sustainable practices. As a primary facilitator of economic activity, the banking sector can mitigate its environmental impact through green banking initiatives. However, despite the increasing importance of sustainable finance, research on the trends, key contributors, and development of green banking still needs to be completed and expanded. This study addresses such issues by investigating the evolution of the green banking literature over an extended period from 1996 to 2021 to map the field's intellectual structure. Adopting an established bibliometric approach, this study uses a bibliometric analysis to identify research trends, publication patterns, key authors, and gaps in green banking. A dataset of 115 documents was sourced from the Scopus database, covering areas such as economics, finance, and environmental science. Using tools such as Harzing's Publish or Perish and VOSviewer, citation and co-authorship networks were examined along with keyword co-occurrences. The results show that green banking research has grown exponentially, with most contributions from Asia, particularly Malaysia. The analysis identified nine research clusters, highlighting key themes such as sustainable development and corporate social responsibility. Furthermore, the findings reveal limited collaboration between researchers and suggest that more cross-country studies are needed to enhance global understanding of green banking practices. Overall, this study provides the first comprehensive bibliometric review of green banking, offering insights for researchers and policymakers into this growing field's current state and future directions.

JEL Classification Codes: G21, Q56, Q58.

EFFECTS OF GREEN FINANCE ON NON PERFORMING LOAN OF BANKS: EVIDENCE FROM BANGLADESH

Md. Jahangir Alam Siddikee — 2024-12-16

The banking sector in Bangladesh has been suffering from a high level of non-performing loans (NPLs). In recent years, incorporating green finance (GF) practices within banking institutions has received considerable attention as a potential solution to improve their loan performance. However, despite the extension of GF practices, there have been very few studies on the impact of GF on NPL and the relationship between GF and NPL in Bangladesh. This study, therefore, seeks to examine the effects of bank’s green finance schemes on their loan performance. This quantitative study employs the panel data of the banks from 2015 to 2023 and focuses on variables related to GF and NPL to serve this objective. Data validity was justified using the unit roots and collinearity tests, such as variance influence factor and tolerance level. Accordingly, this study employs the panel least square (PLS), panel ordinary least square (POLS) and fixed effect model (FEM), and quantile regression to examine the impact between these sets of variables. The correlation between GF schemes and NPL has been determined. The study reveals that GF has significant effects on NPL since p values for the significant green finance variables are less than 0.10 (P ≤.10) at the 0.10 level, less than 0.05 (p≤0.05) at the 0 .05 level and less than 0.01 (p≤0.01) at the 0.01 level. The results of this study suggest that taking the GF scheme into the banking investment would reduce NPLs and help design the policymaking of the government, banks, and other stakeholders.

JEL Classification Codes: C58, G 21 Q 53.