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Effect of Perceived E-Retailer Agility on Customer Satisfaction, Commitment and Loyalty towards City Mall Online (Thandar Kyaw, 2025)
Get PDFThe objectives of this study are to analyze the effect of perceived information
quality and perceived system quality on perceived e-retailer agility, to analyze the
mediating effect of customer satisfaction on the relationship between the e-retailer
agility and customer commitment and to examine the mediating effect of customer
commitment on the relationship between customer satisfaction and customer loyalty
towards City Mall Online. Both primary and secondary data are utilized in this research.
The sample size for the study is 378 customers by using Raosoft sample size calculator.
There are 21,032 customers in 2025. The primary data is collected through structured
questionnaires distributed to 378 customers who purchased from City Mall Online by
using the online survey method. Simple random sampling method is used to select the
respondents. Secondary data is obtained from academic textbooks, reputable websites,
and previously published research paper. Descriptive statistics and regression analysis
are used to analyze the data. The results indicate that both perceived information quality
and perceived system quality have positive and significant effect on perceived e-retailer
agility. Moreover, customer satisfaction mediates the relationship between the eretailer
agility and customer commitment. Additionally, customer commitment
mediates the relationship between customer satisfaction and customer loyalty towards
City Mall Online. Based on these findings, City Mall Online should prioritize agile
service operations, user-focused digital enhancements, and data-driven improvements
in information and system quality
Effect of Total Quality Management on Organizational Performance at Ooredoo Myanmar Limited (Nan Aye Aye Moe, 2025)
Get PDFThe objectives of this study are to analyse the effect of total quality management on organizational performance and to examine the mediating effect of sustainability in the relationship between TQM and organizational performance at Ooredoo Myanmar Limited. The study utilized both primary and secondary data sources. With a total of 250 employees at Ooredoo Myanmar, a sample size of 152 is determined using the Raosoft sample size calculator. Respondents are selected using simple random sampling method, and data are collected online survey method using structured questionnaire utilizing a 5-point Likert scale. The sample is selected using a simple random sampling method. The secondary data are obtained from textbooks, academic journals, previous research studies, and internal records. Descriptive statistics and regression analysis are employed to analyse the data. The findings indicate that top management commitment, employee focus and customer focus have positive and significant effect on organizational performance. There is the mediating effect of sustainability on relationship between total quality management and organizational performance. Therefore, the organization should strengthen its quality management system and pursue long-term organizational growth
Effect of Job Characteristics on Job Satisfaction and Job Performance of Employees in Yathar Taw Win Company (Zar Zar Myint, 2025)
Get PDFThe objectives of this study are to analyze the effect job characteristics on job satisfaction, to analyze the effect of job satisfaction on job performance and to analyze the moderating effect of family supportive supervisor behavior on the relationship between job satisfaction and job performance of employees in Yathar Taw Win Company. The sample size of this study is 152 out of 250 employees by using the Raosoft sample size calculator. This study utilizes both primary and secondary data. An online survey method is used to collect primary data via a structured questionnaire. Simple random sampling method is app-lied to gather primary data from employees at Yathar Taw Win Company in April 2025, while secondary data are sourced from academic journals, websites, and research papers. Descriptive statistics and regression analysis are used to analyze the data. The findings reveal that skill variety and friendships have significant and positive effect on job satisfaction, although job autonomy has not significant effect on job satisfaction. The study also indicates that job satisfaction has significant positive effect on job performance. Moreover, there is no moderating effect of family supportive supervisor behavior on the relationship between job satisfaction and job performance. To enhance job satisfaction and performance among employees, Yathar Taw Win Company should prioritize fostering skill variety and encouraging workplace friendships
Effect of Food Service Quality on Customer Satisfaction, and Brand Loyalty towards Shwe Li Barbecue Restaurant (Phyu Phyu Win, 2025)
Get PDFThis study aims to analyze the effect of food service quality on customer satisfaction, to analyze the effect of customer satisfaction, and to analyze the moderating effect of brand trust on the relationship between customer satisfaction and brand loyalty towards Shwe Li Barbecue Restaurant. The sample size of 377 is determined using the Raosoft calculator, based on an unknown population size. Systematic sampling is employed by selecting every third customer coming to Shwe Li Barbecue Restaurant. Data collection is conducted through personal interview method from April 1st to May 31st, 2025, using a 5-point Likert scale. Primary data are analyzed using descriptive statistics and linear regression analysis. Secondary data are obtained from research papers, academic journals, books, and credible websites. The findings reveal that food presentation, food service attributes, restaurant image, restaurant cleanliness and hygiene and physical environment quality have significant and positive effect on customer satisfaction. It is also found that customer satisfaction has a significant and positive effect on brand loyalty. Moreover, brand trust does not play a moderating role on the relationship between customer satisfaction and brand loyalty. Shwe Li Barbecue Restaurant should focus on maintaining a strong food presentation, improving food service attributes, offering restaurant image, ensuring restaurant cleanliness and hygiene and delivering physical environment quality to improve customer satisfaction and encourage brand loyalt
Influencing Factors on Customer Satisfaction and Repurchase Intention towards AEON ORANGE Supermarket (Wink Kay Zin, 2025)
Get PDFThis study aims to analyze the influencing factors on customer satisfaction, to
examine the mediating effect of customer loyalty on the relationship between customer
satisfaction and repurchase intention towards AEON ORANGE Supermarket in Myanmar.
The research utilizes both primary and secondary data. The sample size for this study is
377, calculated using the Raosoft sample size calculator with an unknown population.
Primary data are collected from every 5th customer coming to AEON ORANGE
Supermarket during May, 2025 using systematic sampling method. Data are gathered
through a personal interview method, and structured questionnaires with five-point Likert
scales are applied. Secondary data are gathered from previous research studies, related
textbooks, academic journals, and reliable internet resources. In this study, both descriptive
statistics and regression analysis are applied to reach the objectives. The findings indicate
that additional services, product quality and personnel service have positive and significant
effect on customer satisfaction. Furthermore, there is a mediating effect of customer loyalty
on the relationship between customer satisfaction and repurchase intention. Based on
findings, AEON ORANGE should maintain the customer service and product quality to
enhance customer satisfaction and thereby, promote their repurchase intention
Effect of Perceived Training on Organizational Commitment and Organizational Performance of Nelson English Language Centre (Khin Thet Htar Aye,2025)
Get PDFThe objectives of the study are to analyze the effect of perceived training on organizational commitment, to examine the mediating effect of job satisfaction on the relationship between organizational commitment and organizational performance and to analyze the moderating effect of job satisfaction on the relationship between organizational commitment and organizational performance of Nelson English Language Centre. The sample size of this study is 175 out of 320 academic and non-academic staffs by using the Raosoft sample size calculator. This study utilizes both primary and secondary data. It is employed an online survey method to collect primary data with a structured questionnaire. Simple random sampling method is applied to select respondents from academic and non-academic staffs at Nelson English Language Center. Secondary data are sourced from organizational records, academic journals, websites, and research papers. Descriptive statistics and regression analysis are used to analyze the data. The regression analysis reveals that motivation for training and support for training have significant and positive effect on organizational commitment, while access to training and perceived benefits from training show no significant effect. The Sobel test results indicate that job satisfaction has the mediating effect on the relationship between organizational commitment and organizational performance. However, there is no moderating effect of job satisfaction on the relationship between organizational commitment and organizational performance. This study suggests that Nelson English Language Center should invest in employee-centered training initiatives that foster internal motivation and offer strong organizational support
Factors Affecting Corporate Image and Reputation on Customer Trust and Loyalty towards Myanmar Apple Digital Inkjet Printing Company Limited (Htay Aung Zaw, 2025)
Get PDFThis study aims to examine the factors affecting corporate image, analyze the mediating effect of corporate reputation on the relationship between corporate image and customer trust, and analyze the effect of customer trust on customer loyalty towards Myanmar Apple Digital Inkjet Printing Company Limited. The sample size of 377 is determined using the Raosoft calculator, based on an unknown population size. Systematic sampling is employed by selecting every second customer of Myanmar Apple Digital Inkjet Printing Company Limited. Data collection is conducted through interviews from February 1 to March 31, 2025, using a 5-point Likert scale. Primary data are analyzed using descriptive statistics and linear regression techniques. Secondary data are obtained from research papers, academic journals, books, and credible websites. The findings reveal that corporate identity, advertising, and emotional attachment have significant and positive effects on corporate image. It is also found that corporate reputation mediates the relationship between corporate image and customer trust. Moreover, customer trust has a significant and positive effect on customer loyalty. Myanmar Apple Digital Inkjet Printing Company Limited focuses on maintaining a strong corporate identity, improving advertising strategies, offering personalized services to build emotional connections, and ensuring transparency and consistent service quality to strengthen its corporate reputation
Factors Affecting Customer Satisfaction in Rangoon Tea House Restaurant (Nandar Tun Aung, 2025)
Get PDFThis study aims to examine the factors affecting customer satisfaction and its
influence on revisit intention at Rangoon Tea House, a popular premium Burmese
restaurant located in Yangon. The study focuses on five factors that may affect
customer satisfaction: food quality, food presentation, hygiene and cleanliness,
service quality, and physical environment. A quantitative research method was used
in this study. Primary data were collect using via online surveys, targeting followers
of Rangoon Tea House’s Facebook page who had visited the restaurant more than
once. The findings of the study show that all factors are statistically significant with
customer satisfaction. Any of them, physical environment, service quality, and
hygiene and cleanliness have the most significant effect on customer satisfaction.
Food quality also has a positive effect, though smaller, while food presentation had
the least influence. Furthermore, the results confirmed that customer satisfaction has a
strong and positive effect on revisit intention. Based on the findings, it is
recommended that Rangoon Tea House should focus on maintaining a pleasant
physical environment, improving service quality, and ensuring high hygiene
standards
The Effect of Marketing Mix Practices on the Performance of SMES in Yangon (Phyo Zar Zar Maung, 2025)
Get PDFThis study examines the effect of marketing mix practices; Product, Price,
Place, Promotion, People, Process, and Physical Evidence; on the performance of small
and medium-sized enterprises (SMEs) in Yangon, Myanmar. Focusing on SMEs in the
food manufacturing sector from January 2024 to March 2025, the research adopts a
quantitative approach using structured questionnaires. A sample of 385 food
manufacturing SME from Hlaing Tharyar and Shwe Pyithar Industrial Zones was
selected through a two-stage random sampling technique. Data analysis was conducted
using descriptive statistics and multiple regression analysis. The results reveal that
Product, Place, and Process significantly influence SME performance, while Price has
a weaker but still notable effect. Promotion, People, and Physical Evidence were found
to have limited statistical significance in this context. These findings suggest that SMEs
benefit most from strong product strategies, efficient distribution, and streamlined
operations. Therefore, it is recommended that SMEs prioritize innovation, optimize
internal workflows, and expand access through strategic placement. Although
traditional promotional efforts showed minimal impact, digital marketing and enhanced
customer engagement strategies could offer future growth opportunities. This research
contributes localized insights to SME marketing literature and provides actionable
guidance for managers navigating Myanmar’s evolving business environment
Analysis on the Quality Management System of Pharmaceutical Factories in Myanmar (A Case Study of Pharmaceutical Factories: BPI, Inyaung Heptitis B) (Khaing Zar Mon, 2025)
Get PDFThese factories are playing a vital role in national healthcare delivery by
producing essential medicines for public health. This study analyzes the Quality
Management System (QMS) practices and challenges of state-owned pharmaceutical
factories in Myanmar- BPI (Insein), Inyaung, and the Hepatitis B Vaccine Factory.
The descriptive survey approach, data were collected from 200 respondents using
structured questionnaires focusing on TQM process. This study finds that are concrete
and valuable hence it can be concluded that implementing the system brings the
benefits of building the image of pharmaceutical industry, improved awareness of
employees to quality, increased profit and reduced or fewer rejections of products.
This study focusing on all executives of organization to understand and to help in
culture of quality in Myanmar’s pharmaceutical sector and contributing to the goals of
effectives public administration