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Effect of Service Quality, Brand Image and Trust on Customer Satisfaction and Customer Loyalty towards Waterworks Engineering Group Services Co., Ltd (Win Mar Soe, 2025)
Get PDFThe objectives of this study are to examine the influencing factors on service quality, to analyze the effect of service quality, brand image and trust on customer loyalty, brand image and trust, to analyze the mediating effect of customer satisfaction on the relationship between service quality, brand image, trust and customer loyalty towards Waterworks Engineering Group Services Co., Ltd. Total population is 162 and the sample size is 115 customers by using Raosoft sample size calculator. Simple random sampling method is applied to select the respondents. Primary data are collected online survey method. Through the structured questionnaire with 5-point Likert scale. Secondary data are gathered from relevant text books, papers, websites, international dissertations and other MBA research papers from the library. Descriptive statistics and regression analysis are used to analyze the collected data. According to regression results, firstly the results show that both technical quality and functional quality have significant and positive effect on service quality. Secondly, the price has a significant and positive effect on brand image. Thirdly, ability and integrity have positive and significant effect on trust. Fourthly, service quality and trust have significant and positive effect on customer loyalty. Fifthly, there is the mediating effect of customer satisfaction on the relationship between service quality and customer loyalty. Finally, there is the mediating effect of customer satisfaction between trust and customer loyalty. Based on these findings, the company should prioritize enhancing service quality, strengthening brand reputation, and building deeper customer trust in order to improve satisfaction and foster long-term customer loyalty
The Effect of Service Quality on Customer Satisfaction at Park Royal Hotel in Yangon, Myanmar (Phue Phue Mya Thwe, 2025)
Get PDFThis study examined the effect of service quality dimensions on tourist
satisfaction at Park Royal Hotel in Yangon. It also explored the effect of tourist
satisfaction on revisit intention. The study employed a quantitative research approach,
utilizing descriptive statistics and regression analysis to evaluate data collected from
hotel guests through structured questionnaires. Cochran (1978) sampling formula was
applied to calculate the sample size of 385. The SERVQUAL model was adopted to
measure five key dimensions of service quality: tangibility, reliability, responsiveness,
assurance, and empathy. The results showed that tourist perceptions of service quality
ranged from moderate to high, with assurance and empathy having the most
significant positive influence on tourist satisfaction. In contrast, tangibility was found
to have no statistically significant effect. Further analysis revealed that tourist
satisfaction plays a crucial role in predicting revisit intention. Based on these findings,
the study recommends that hotel management should prioritize improvements in
assurance, responsiveness, and empathy to enhance guest satisfaction and encourage
repeat visits. Continuous efforts to align service delivery with guest expectations will
be essential to sustaining loyalty and long-term business growth
Satisfaction and Revisit Intention of Local Tourists to Putao (May Shin Thant Kyaing, 2025)
Get PDFThe purposes of this study are to analyze the effect of travel motivation on
satisfaction of local tourists to Putao and to examine whether satisfaction of local
tourists affects revisit intention towards Putao. Quantitative research method is
employed in this study. This study also applies not only primary data but also
secondary data. The target population of the study is the local tourists who visits to
Putao. A simple random sampling method is used to select 109 respondents via three
tour companies in Putao, and these respondents are asked with questionnaires to get
the primary data. The Multiple Linear Regression analysis revealed that push and pull
variables influence local tourist satisfaction. The primary draw factors influencing
the satisfaction of local tourists in Putao are natural scenery, environmental
conditions, safety, and word of mouth. Furthermore, among the push factors, cultural
variety and the allure of adventure and difficulties exert the most significant influence
on the pleasure of local tourists. Furthermore, Linear Regression research
demonstrated that local tourist satisfaction influences tourists' propensity to revisit
Putao. Consequently, the contentment of local tourists might augment their desire to
revisit Putao. Officials and policymakers are advised to prioritize the preservation of
unspoiled natural beauty
Experiential Marketing, Brand Trust and Brand Loyalty Towards Wave in Yangon (Thet Thet Zaw, 2025)
No full textThis study examines the influence of experiential marketing on brand trust and
brand loyalty toward Wave Money Myanmar among users in Yangon. Both primary and
secondary data are being used in this study. Quantitative research method is used in this
study. Primary data were collected from 365 Wave Money users through structured
questionnaires measuring five dimensions of experiential marketing Sense, Feel, Think,
Act, and Relate as well as brand trust and brand loyalty. Secondary data are used from
journals, websites, theories and books. Multiple regression analysis revealed that
experiential marketing significantly impacts brand trust, with cognitive engagement
(Think), emotional connection (Feel), and sensory experience (Sense) being the strongest
predictors. Furthermore, brand trust was found to be a robust determinant of brand loyalty,
explaining a substantial portion of the variance in users’ continued usage and advocacy
behaviors. The findings highlight the critical role of creating meaningful and engaging
user experiences to build trust and foster long-term loyalty in digital financial services.
Recommendations include enhancing interactive features, strengthening security
communication, and developing loyalty programs tailored to the Yangon market
Service Quality, Customer Satisfaction and Customer Loyalty Toward Hire-Purchase Service of Oriental Leasing Company (Win Thiha Aung, 2025)
Get PDFThis study explored how service quality affects customer satisfaction and
loyalty to Oriental Leasing Company's Myanmar hire-purchase services. A
quantitative research method was used to obtain primary data from 234 randomly
selected respondents. This structured questionnaire employed a five-point Likert
scale to test customer views of service quality in five areas: tangibles, reliability,
assurance, responsiveness, and empathy. Regression study showed that empathy,
assurance, and reliability improved customer satisfaction statistically. Among them,
empathy was the most significant, emphasizing the necessity of customized service,
staff attentiveness, and a customer-centric strategy in hire-purchase. Assurance,
which involves personnel competency and trustworthy communication, and
dependability, which is constant and dependable service delivery, also contributed to
satisfaction. In contrast, tangibles and responsiveness had little effect. client
satisfaction has a substantial beneficial influence on client loyalty, highlighting its
importance in long-term partnerships. The report suggests that Oriental Leasing
Company prioritise empathic interaction through bespoke financial solutions and staff
training and transparency to boost certainty. These enhancements will boost client
happiness and loyalty, giving you an edge in Myanmar's burgeoning hire-purchase
industry
Promotion Mix, Purchase Intention and Consumption Behavior Towards Carabao Energy Drink at Century Beverage Co., Ltd (Wint Thiri Htet, 2025)
Get PDFThe objective of this study is to analyze promotion mix, purchase intention and
consumption behavior toward Carabao energy drink at Century Beverage Co., Ltd.
Independent variables which are advertising, sales promotion, public relations, personal
selling, and digital marketing campaigns. The research method employed in this study was
descriptive. The data utilized was both primary and secondary. For primary data,
quantitative and structured questionnaire were utilized. Using Cochran (1977) sampling
formula to an unknown population with a sample size of 385 respondents. The application
of regression analysis is essential for determining promotion mix, purchase intention and
consumption behavior. The research finds that personal selling and sales promotions are
found as the most influential factors driving purchase intention. Regression analysis
further found that purchase intention significantly influences on consumption behavior,
highlighting the strong linkage between consumers’ intent to buy and actual product use.
However, advertising, public relations, and digital marketing campaigns were not very
influential on purchase intention. As a result, it would be reasonable to defend that Carabao
would allocate more resource into improving its personal selling and sales promotion
activities, through in-store promotions, points of sale participation, sample testing, and
loyalty programs, which have been demonstrated will happen to impact consumers'
purchase intentions and actual consumption
Factors Influencing Policyholder Satisfaction Towards Fire Insurance Services of First National Insurance ( General) Co.,Ltd) ( Hla Hla Yee, 2025)
Get PDFThe objective of the study is to identify and analyze the factors influencing
policyholder satisfaction towards fire insurance services of First National Insurance
(General) [FNIG]. Co., Ltd. The study focuses on corporate image, perceived value,
service quality, and communication. The study uses a quantitative research method,
collecting primary data through structured questionnaires from 101 respondents,
representing 30% of FNIG’s fire insurance policyholders who renewed their policies
between January and October 2024. The findings revealed that corporate image,
communication and service quality statistically significant influence policyholder
satisfaction but perceived value does not statistically significant influence fire insurance
policyholder satisfaction. The study also found that corporate image has the strongest
influence on policyholder satisfaction. The study also found that the reputation of
FNIG, adherence to policy terms, and professional claims handling contribute to the
positive corporate image. It is suggested that FNIG should maintain its strong reputation
for reliability, professional service, and community involvement, which positively
contribute to its image as a trusted insurance provider in Myanmar. Moreover, FNIG
should enhance high impression among its policyholders by providing personalized
services to policyholders, providing free fire safety training, and prevention tools, and
developing loyalty programs for long-term policyholder
Purchase Intention and Purchase Decision of Travel Insurance Policy ( Khin Khin Linn, 2025)
Get PDFThe study focuses on analyzing the factors that influence the purchase intention
and the effect of purchase intention on the purchase decision of travel insurance policy.
The factors are knowledge, risk attitude, social influences, marketing factors, and brand
image. The quantitative research method is used in the study. The primary data were
collected from 251 respondents who have travel insurance by using systematic
sampling questionnaires. The black box model of consumer behavior is used in the
study. The secondary data is collected through journals, articles, research papers, and
websites. Statistical techniques, including reliability tests, correlation analysis, and
multiple and simple linear regression analysis, were employed for data analysis in the
study. The linear regression result reported that knowledge, brand image, marketing
factors, and social influences have a significant positive influence on the purchase
intention of travel insurance. The purchase intention also has a positively significant
effect on the purchase decision of travel insurance. Therefore, the study provides that
enhancing customer knowledge, building a strong brand image, optimizing marketing
strategies, and leveraging social influences are crucial for improving purchase
intentions, which subsequently drive purchase decisions for travel insurance policies
Training and Development, Competencies, and Employee Performance of Grand Guardian Nippon Life Insurance Co.,Ltd ( May Pyae Aung, 2025)
Get PDFThis study examines the effect of training and development on competencies
and competencies to employee performance of Grand Guardian Nippon Life Insurance
Co., Ltd in Myanmar. This study used descriptive statistics to analyze survey data from
232 employees selected through a simple random sampling method, multiple regression
analysis. According to the mean value, design was the highest results. Regression
analysis, which showed that the training and development phases including, analysis,
design, development, evaluation, and implementation have a statistically significant
effect on competencies. Employee competencies is found to be positively effect to
employee performance. These findings imply that training is essential for improving
staff capabilities, which in turn leads to better task performance, especially during the
design, evaluation, and implementation stages. The efficacy of training initiatives can
also be increased by encouraging a culture of lifelong learning and making decisions
based on data. In addition to enhancing individual competencies, these enhancements
would support the company's expansion and general success
"European Union and Myanmar Relations: EU as a Partnership for Democracy, Peace and Prosperity (2011-2020)"
Get PDF"This research explores the European Union-Myanmar relations and the European Union as an important partner in Myanmar’s democratic transition process between 2011 and 2020.
Myanmar’s administration began a significant reform process in 2011, launching the first steps toward democratization, peace with the country’s ethnic armed groups and socioeconomic recovery. EU was Myanmar’s transition partner which immediately responded to political situations in the country and offered considerable assistance for democratic and economic reforms as well as peace-building. EU was Myanmar’s fourth largest trade partner and also one of its highest aid donors at that moment. Despite uncertainty in the political relations with the Western Nations, EU suspended the sanctions on Myanmar in April 2012 and eventually removed them in April 2013. Concerning EU policy towards Myanmar is less concrete and progress toward democracy and human rights in the country is still a long way off. The economic cooperation has become the primary element in imposing soft sanctions on Myanmar. EU has been criticizing the Myanmar government under its norms, but it has not stopped helping and supporting civil society. Using a qualitative approach, this research observes the existing data regarding the EU’s approach, policy and aid assistance to Myanmar as well as other bilateral engagements between Myanmar and EU.