International Journal of Marketing and Business Communication https://i-scholar.in/index.php/ijmbc <div id="i-scholarabout">International Journal of Marketing &amp; Business Communication" (IJMBC) tends to develop, promote, coordinate and disseminate the original developments and practices within the field area of marketing, business communication &amp; related subject areas. Journal aims to help professionals working in the field, academicians and policy-makers to contribute, to disseminate research, and to learn from each other's work. Journal covers all niche segments relating to the Marketing.</div> Publishing India Group en-US International Journal of Marketing and Business Communication 2277-484X Assessing Impact of Electronic Payment Technology on Customers’ Satisfaction Level at Shell Relays Filling Station in Mauritius https://i-scholar.in/index.php/ijmbc/article/view/213705 <span>The electronic payment system (EPS) is one of the most-advanced systems for enabling the execution of transactions. Effective use of the e-payment system relies on customer satisfaction level. In view of this, this study aimed to investigate the impact of electronic payment technology on customers’ satisfaction level at Shell Relays Filling Station in Mauritius. The study revealed various impacts of e-payment, such impacts as the usability, time factor, affordability, user-friendliness and protection. It has also been discovered that the level of education has a greater effect on consumer satisfaction. To achieve the stated objective, the study followed a quantitative approach. The population was selected among e-payment users at Shell Relays Filling Station through a random sampling technique. Primary data were gathered from 118 respondents by using online questionnaires. The results are consequently analysed in tables, bar charts, and pie charts derived by the computer software Statistical Package for Social Science (SPSS) and Microsoft Excel. Based on the findings of this report and its conclusion, practicable recommendations were suggested to decision-makers to help them improve the e-payment system in order to fulfill consumer needs and thereby satisfying them.</span> Shadrack Khaoya Wakhura 2022-02-01 2022-02-01 11 Effect of Retailer Brand Equity on Consumers’ Purchase Intention: Evidence from Selected Supermarkets in Addis Ababa https://i-scholar.in/index.php/ijmbc/article/view/213709 <span>The aim of the study is to explore the effect of retailer brand equity on supermarket consumers’ purchase intention. We quantitatively measured the effect of brand equity dimensions (i.e., brand awareness, brand image, brand quality and more of brand loyalty) on the purchase intentions of supermarket consumers. A total of 384 questionnaires were distributed to conveniently available consumers and 323 usable questionnaires were used for analysis. The findings revealed that retailer awareness, perceived retailer quality, retailer image and retailer loyalty have a significant positive effect on consumers’ supermarket purchase intentions, retail awareness being the highest influencer of purchase intention. The practical worth of the study is that it would help supermarket managers to direct their focus on brand equity dimensions while designing marketing strategies and making decisions in order to enhance market share and gain a competitive advantage through raising consumers’ purchase intention. In addition, the study assists all businesses in the retail sector to recognize the contributions of creating a strong brand as a means of getting a competitive advantage.</span> Meseret Wondaferew Dinku Mesfin Workineh Melese 2022-02-01 2022-02-01 11 Service Quality in the Healthcare Industry: A Literature Review and Research Agenda https://i-scholar.in/index.php/ijmbc/article/view/213712 <span>The purpose of this paper is to systematically review the literature published on the various aspects of service quality in the healthcare industry. The study is based on secondary information collected through the systematic review of 144 identified literature. It is found that there are 25 factors affecting the perception of customers towards the service quality, 6 important impact of service quality, 17 dimensions of service quality were identified, and 16 different measures to improve perception towards service quality. The study exhibits the influential drivers of service quality and customer perception that may stimulate healthcare managers to hold on to their customer base and enhance profitability. A positive relationship between customer satisfaction and customer loyalty was also found. Finally, it concluded that if an organization desires to survive for a longer period, it is imperative to do the persistent investigation of its service quality. Therefore, the study recommends continuous quality improvement programs, proper usage of customer relationship management (CRM) and information System (IS) in order to ameliorate patient satisfaction, and loyalty in return.</span> Suman Agarwal Ranjit Singh Chandra Kant Upadhyay 2022-02-01 2022-02-01 11 The Effect of Manufacturers’ Marketing Mixes on Brand Preferences of Bottled Mineral Water Retailers in Ethiopia: Evidence from Debre Birhan Town https://i-scholar.in/index.php/ijmbc/article/view/213713 <span>The purpose of this study is to examine how marketing mixes of bottled mineral water manufacturers influence the brand preferences of retailers in Ethiopia. This study quantitatively examined how the four marketing mix elements (i.e., product, price, place, and promotion) affect the brand preference of retailers. To collect data, a total of 345 questionnaires were distributed to randomly selected managers in restaurants, groceries, supermarkets, and shops; and 310 usable questionnaires were employed for analysis. Descriptive and ANOVA, two-tailed t-test and multiple regression analysis were used. The finding shows that product, price, promotion, and distribution have a significant and a positive effect on retailers preference towards bottled mineral water brands. This study suggests that bottled mineral water manufacturers should design and upgrade their marketing programs in line with the requirements of customers in order to gain acceptance in the market.</span> Mesfin Workineh Melese Bisrat Legesse Kitaw 2022-02-01 2022-02-01 11