Vol. 37 (2023)

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I am very much delighted to present the 37th volume of The Chittagong University Journal of Business Administration (CUJBA), published by the Faculty of Business Administration, University of Chittagong, in both printed and electronic format. This volume reflects the faculty’s continuous commitment to promote scholarly inquiry and knowledge advancement in the field of business and related social science disciplines.

In the present era of rapid economic transformation, digital innovation, and evolving organizational practices, systematic research has become indispensable for understanding complex business phenomena and informed decision making. Academic research not only contributes to theoretical advancement but also offers practical insights that address real-world challenges faced by organizations, policymakers, and societies.

CUJBA serves as a platform where rigorous and meaningful research can be shared with a wider academic and professional community. The journal is a peer-reviewed academic outlet that welcomes original research articles from diverse areas of business such as management, accounting, finance, marketing, human resource management, economics, and interdisciplinary domains.

The 37th volume comprises 10 scholarly papers with methodological rigor, analytical depth, and relevance to contemporary business issues. All manuscripts are processed through a structured editorial and review procedure, including plagiarism checks, double review by subject matter experts, and final editing to ensure consistency and readability.

Successful publication of this volume would not be possible without the collective efforts of our esteemed editorial board, reviewers, contributing authors, and the Faculty of Business Administration. Special appreciation goes to colleagues and staff members who contributed to proofreading, formatting, and administrative coordination.

I am particularly thankful to the Honorable Dean of the Faculty of Business Administration, University of Chittagong, for his guidance and encouragement, which played a vital role in ensuring timely publication of this issue. While every effort has been made to maintain academic and editorial standards, any shortcomings remain the sole responsibility of our editorial team. We warmly welcome constructive feedback and scholarly dialogue from readers to further enhance future volumes of CUJBA.


(Professor Dr. Mohammad Tayub Chowdhury) 
Executive Editor
The Chittagong University Journal of Business Administration (CUJBA)
Volume: 37 (2023), ISSN: 2219-4843
& Professor
Department of Marketing
Faculty of Business Administration
University of Chittagong