Building Brand Equity through Customer Experience: Digitalisation of SMEs in Bangladesh's FMCG Industry
Author
Hossain, Md Imran
Term
4. Semester
Publication year
2025
Submitted on
2025-06-01
Pages
45
Abstract
This thesis examines how small and medium-sized enterprises (SMEs) in Bangladesh’s fast-moving consumer goods (FMCG) sector use digital tools—e-commerce, social media and mobile financial services (mobile payments)—to improve the customer experience across the country. Drawing on six qualitative interviews with academics, policymakers and entrepreneurs, the study identifies both opportunities and obstacles. Adoption of these tools helps SMEs reach new markets, operate more efficiently and engage customers in different regions. At the same time, they face barriers such as uneven internet and logistics infrastructure, cultural norms and gaps in digital literacy. The study underscores the role of academic research and public policy in easing these constraints, suggesting measures such as expanding and speeding up internet access, lowering the cost of data and mobile payments, offering digital literacy training, and investing in rural infrastructure. Looking ahead, trends like AI-powered customer support, live selling on social media, locally built e-commerce platforms and culturally grounded innovations are poised to drive SME transformation.
Denne afhandling undersøger, hvordan små og mellemstore virksomheder (SMV’er) i Bangladeshs marked for hurtigt omsættelige forbrugsvarer (FMCG) bruger digitale værktøjer—e-handel, sociale medier og mobile finansielle tjenester (mobile betalinger)—til at forbedre kundeoplevelsen i hele landet. Med udgangspunkt i seks kvalitative interviews med forskere, beslutningstagere og iværksættere identificerer studiet både muligheder og barrierer. Den digitale omstilling hjælper SMV’er med at nå nye markeder, effektivisere driften og engagere kunder i forskellige regioner. Samtidig møder de forhindringer som ujævn internet- og logistik-infrastruktur, kulturelle forhold og manglende digitale kompetencer. Studiet fremhæver forskning og offentlig politik som vigtige redskaber til at mindske udfordringerne og foreslår tiltag som at udbygge og øge hastigheden på internetadgang, sænke prisen på data og mobile betalinger, tilbyde træning i digital dannelse og investere i infrastruktur i landdistrikter. Fremadrettet kan tendenser som AI-baseret kundeservice, livesalg på sociale medier, lokale e-handelsplatforme og kulturelt forankrede innovationer drive SMV’ernes omstilling.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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