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Effect of Online Marketing Strategies on Market Performance of Travel and Tours Companies in Yangon (Thein Shwe, 2025)
Get PDFThe objectives of this study are to analyze the effect of online marketing strategies on market performance, to analyze the mediating effect of competitive advantage on the relationship between online marketing strategies and the market performance and to analyze the moderating effect of firm characteristics on the relationship between online marketing strategies and market performance of travel and tours companies in Yangon. Both primary and secondary data are utilized in this research. The sample size of this study is 92 travel and tours companies that operate actively outbound tour by using census sampling method. Structured questionnaires with 5-point Likert scale are used to collect primary data from these respondents. Online survey method is used to collect the data while secondary data is gathered from relevant textbooks, prior academic research studies and pertinent online resources. The descriptive statistics and linear regression analysis are employed to analyze the collected data. The findings reveal that search engine optimization (SEO) and online video marketing have a significant positive effect on market performance. Additionally, the mediating analysis indicates that competitive advantage mediates the relationship between SEO and market performance, as well as the relationship between online video marketing and market performance. Finally, the study identifies a partial moderating effect of firm characteristics on the relationship between online marketing strategies and market performance. Based on the findings, travel and tours companies in Yangon should adopt a well-integrated online marketing strategies that emphasizes SEO, email marketing and online video marketing to boost market performance
Determinants of Distribution Effectiveness on Marketing Performance of New Day Energy Company Limited (Kyaw Htoo Thant, 2025)
Get PDFThis study aims to investigate the factors influencing distribution effectiveness, assess the impact of distribution effectiveness on marketing performance, and explore the moderating role of competitive environment in the relationship between distribution effectiveness and marketing performance at New Day Energy Company Limited. Both primary and secondary sources are employed. In Yangon, there are 75 senior staff members. Using the stratified random sampling technique, 75 senior staff members are chosen to gather primary data. Data is gathered via structured questionnaires that utilize a 5-point Likert scale. Primary data are gathered via personal interview technique. Descriptive statistics and regression techniques are utilized to examine the data. This research indicates that integration, experience, and location positively and significantly influence distribution effectiveness. Furthermore, the effectiveness of distribution significantly influences marketing performance positively. The competitive environment does not moderate the connection between distribution effectiveness and marketing performance. According to the results, New Day Energy Company Limited ought to perform a comprehensive supply chain audit biannually to pinpoint bottlenecks in fuel transportation from depots to stations to improve distribution efficiency and marketing outcomes
Credit Risk Management and Loan Performance of Global Treasure Bank ( Zaw Tun)
Get PDFThis research examines how credit risk management approaches impact the loan
performance at Global Treasure Bank, highlighting both existing practices and their
effectiveness. Quantitative research methods are used in this study. Using simple random
sampling, data was collected from 100 out of 300 staff members across the bank’s head
office and branches. The findings indicated that among the credit risk management
factors, only risk identification and diversification had a meaningful positive impact on
loan performance, whereas measurement and mitigation did not show statistically
significant effects. These results highlight the importance of early risk detection and
spreading credit exposure to improve loan outcomes. In light of these findings, it is
recommended that Global Treasure Bank prioritize strengthening its credit risk
measurement and mitigation strategies. This can be achieved by adopting advanced data
analytics tools, enhancing staff training in risk assessment, implementing continuous
monitoring systems, and integrating risk management into the broader strategic decision-
making process to ensure a more robust and proactive credit risk framework
Effect of Healthcare Service Quality on Patient Loyalty towards Focus Eyecare Centre (Thant Hein Thaw, 2025)
Get PDFThe objectives of this study are to examine the effect of healthcare service quality on patient loyalty and to analyze the mediating effect of patient satisfaction on the relationship between healthcare service quality and patient loyalty towards Focus Eyecare Centre. The data are collected from 377 patients through structured questionnaires with 5-point Likert scale by using systematic sampling method specifically by selecting every 5th patient visiting to Focus Eyecare Centre during March 2025. Online survey method is used to collect primary data. Data are analyzed using descriptive statistics and linear regression methods. The results reveal that physical environment, customer-friendly environment, communications have positive and significant effect on patient satisfaction. Furthermore, patient satisfaction mediates on the relationship between physical environment, customer-friendly environment, communications and patient loyalty. The study recommends Focus Eyecare Centre should have to get patients loyalty by giving high quality services, showing respect for patients, concern for the health of their patients in order to increase the satisfaction of patients and loyalty towards the eyecare centre
Effect of Employability on Overall Satisfaction with Internship and Career Optimism at ICT Research Center (Tin Tin Thein, 2025)
Get PDFThis study aims to examine the effect of students’ satisfaction with the school, the company and self-commitment on employability of students, to analyze the effect of employability on overall satisfaction with internship of students and to analyze the effect of overall satisfaction with internship on career optimism of students at ICT Research Center. Sample size is 86 students and the census method is used in the study. Online survey method with a 5-point Likert scale is used to collect primary data. Secondary data are gathered from organizational records and relevant academic sources. Descriptive statistics and regression analysis are used to analyze the data. The results reveal that students’ satisfaction with self-commitment has positive and significant effect on general competencies. Students’ satisfaction with school and students’ satisfaction with self-commitment have positive and significant effect on professional competencies. Students’ satisfaction with school and students’ satisfaction with self-commitment have positive and significant effect on attitude towards work. General competencies, professional competencies, and career planning and confidence have positive and significant effect on overall satisfaction with internship. And then, overall satisfaction with internship has positive and significant effect on career optimism. Based on these findings, internship programs should actively promote student engagement, motivation, and responsibility for learning. Strengthening institutional support and guidance further enhances the impact of internships. It is also essential to align academic preparation with industry expectations to maximize students’ career readiness
Effect of Marketing Communication Mix on Sales Performance of Purified Drinking Water Factories in Yangon (Kyaw Thura, 2025)
Get PDFThe objectives of this study are to analyze the effect of marketing communication mix on sales performance and to analyze the moderating effect of macro environment factors on the relationship between marketing communication mix and sales performance. The sample size of this study is 98 out of 131 purified drinking water factories by using Raosoft sample size calculator. Simple random sampling method is used to select the respondents. Structured questionnaires with 5-point Likert scale are used to gather primary data from these respondents. Online survey method is used to collect the data. In addition, secondary data are obtained from company records, earlier research studies, and pertinent online resources. The analysis methods are descriptive statistics and regression analysis. Based on the regression analysis results, among the marketing communication mix, advertising has positive significant effect on sales performance. According to the result, competition, market factors and distribution does not appear to have significant moderating effect on the relationship between marketing communication mix and sales performance. Based on these findings, purified drinking water factories in Yangon should adopt an integrated marketing communication (IMC) approach to improve overall sales performance
Customer Satisfaction and Customer Loyalty in Myanmar Airlines (Hla Yamin Aye, 2025)
Get PDFThis study aims to examine the relationship between customer satisfaction and
customer loyalty in the context of Myanmar Airlines. The objectives of the study are
to examine the factors influencing customer satisfaction including airline tangibles,
terminal tangibles, empathy, responsiveness, flight patterns, and airline image as well
as price value perception on customer satisfaction and to analyze the effect of
customer satisfaction on customer loyalty in Myanmar Airlines. A quantitative
research method was used to collect primary data from 268 respondents who have
traveled in April 2024 with Myanmar Airlines more than once before. This study used
both descriptive statistics and regression analysis to analyze the data. The findings of
the study indicate that price value perception, airline tangibles, airline image,
empathy, terminal tangibles and flight patterns have strong effects on customer
satisfaction. Moreover, the analysis shows significant positive relationship between
customer satisfaction and customer loyalty. Therefore, the study recommends that
airline operators should offer competitive pricing, regularly upgrade in-flight facilities
and develop a consistent brand image that reflect core airline values. In addition,
personalized services should be introduced to enhance emotional connection with
customers. By implementing these strategies, airlines can foster deeper emotional
connections, enhance customer satisfaction, and retain customer loyalty for the long-
term
Service Quality, Visitor Satisfaction and Revisit Intention at Kyaik Htee Yoe Pagoda, Myanmar (Yu Wai Thein, 2025)
Get PDFThis study aims to investigate the relationships between service quality, visitor
satisfaction, and revisit intention at Kyaik Htee Yoe Pagoda, Myanmar. Utilizing a
quantitative research method, the data was collected from 385 visitors who stayed at
least one night at the pagoda during December 2024. Descriptive statistics and multi-
linear regression were employed for data analysis. The study objectives were to identify
the different TOURQUAL dimensions at Kyaik Htee Yoe Pagoda, analyze the effect
of service quality on visitor satisfaction, and examine the relationship between visitor
satisfaction and revisit intention. Result found that Accessibility, Technological Quality
and Safety have simulated level of effect on visitor satisfaction according to the result
of analysis. Satisfied visitors are more likely to revisit the pagoda and share their
positive experiences with family and friends, often post at social media. Therefore,
improving service quality at Kyaik Htee Yoe Pagoda is essential for increasing visitor
satisfaction and encouraging repeat visits
Effect of Product Variation and After Sales Services on Customer Satisfaction and Customer Loyalty towards UNiQUE IT Company (Min Thu Aung, 2025)
Get PDFThe objectives of this study are to examine the effect of product variation and after sales services on customer satisfaction, and to analyze the mediating effect of trust on the relationship between customer satisfaction and customer loyalty towards UNiQUE IT Company. The total number of customers is unknown; therefore, by using the Raosoft sample size calculator, a sample of 377 respondents is selected using a systematic sampling method. Every fifth customer entering the shop is selected as a sample respondent. The data collection period was from March to April 2025. This study employs a structured questionnaire to collect primary data, while secondary data are obtained from textbooks, journals, research papers, and credible online sources. Statistical tools including descriptive analysis and regression analysis are used to examine the relationships between variables through SPSS software. The findings reveal that all three dimensions of product variation including product quality, product completeness, and brand variation have significant and positive effect on customer satisfaction. Similarly, after sales services dimensions (maintenance, spare parts supply, warranty, and inspection) also have positive and significant effect to customer satisfaction. There is the mediating effect of trust on the relationship between customer satisfaction and customer loyalty. This study suggests that UNiQUE IT Company should expand its product offerings, improve after sales services quality, and build customer trust to drive loyalty
The Significant Features of Religious Art from Kubyauk-gyi, Abeyadana and Nan-hpaya Temple of Myinkaba Village in Bagan
Get PDFThe village Myinkaba is one of the oldest dwelling places in Bagan and it might be one of the nineteen villages of Bagan. In and around the Myinkaba Village, there are a lot of religious buildings, and most of them are temples. From these temples, the significant features of religious art are mainly concerned with Buddhism although Brahmanic and tantric building was also made there. The Brahmanic gods and goddess; Brahma, Vishnu, Shiva, Tara Devi, Kali Ganesh, etc. were are also painted on the wall in Bagan period. The decorative stucco carvings and architectural plan play an important part of the religious art in Bagan. The decorative art contains the stucco carvings, glazed plaques, stone sculptors and wall paintings. The wall paintings were drawn on the wall, arches, ceilings not only decorate the wall but also the truth nature of the Buddha and Buddhism. The aim of this paper is to present about the Brahmanic gods and goddess; wall paintings, animals figures, kalasa pots of religious art in Bagan period. Especially, wall painting are very significant to study the religious history of Bagan period because most of them have ink glosses and they are revealing the high performances of the people of Bagan. So, the religious art from temples in Myinkaba Village are studied based on field survey and historic documents