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BLACK BOX THEORY EFFECT ON CUSTOMER BUYING DECISION OF THE MIX BY SU SKINCARE PROUCTS
No full textThis study investigates the factors influencing customer buying decision for The Mix By Su skincare products in Myanmar, applying the Black Box Theory as its theoretical foundation. The theory focuses on how external marketing stimuli are processed internally by customers before reaching a final buying behavior. This research aims to analyze the effect of five key independent variables; price, product quality, packaging, cultural factor, and social factor on customer buying decision. The Mix By Su, a well-known local skincare brand with a strong digital presence, particularly through its Facebook group with over 96,000 members, serves as the case focus of the study. Primary data was collected online through structured questionnaires distributed online. From 1,000 initial responses, a systematic sampling method was applied using an interval of every 7th respondent to obtain a final sample size of 150 valid participants. Data analysis was conducted using descriptive statistics to summarize respondent characteristics and variable trends, followed by reliability testing to confirm internal consistency of responses. Additionally, correlation and multiple regression analysis were used to explore the strength and direction of relationships between independent variables and customer purchase decisions. The
results revealed that all selected factors had a significant influence on purchase behavior, affirming the relevance of the Black Box Theory in understanding modern consumer dynamics in Myanmar’s skincare market. These findings offer valuable insights for both marketers and product developers seeking to enhance their strategies based on consumer perceptions and behavioral responses. Based on the results, The Mix By Su should prioritize maintaining high product quality and competitive pricing while leveraging social proof from its large online community. Strengthening peer influence through user-generated content, testimonials, and cultural alignment in marketing can further boost customer trust and drive purchase decisions
MOTIVATION FACTORS, JOB SATISFACTION AND JOB PERFORMANCE OF EMPLOYEES IN SINGAPORE AIRLINE COMPANY (SIA)
No full textThis study aims to identify the influencing motivation factors on job satisfaction of employees, as well as to analyze the effect of job satisfaction on job performance of employees in Singapore Airline Company (SIA). Descriptive and regression analysis are used to analyze the collected data. In this study, the population size is 99 employees who are working at Singapore Airline Company (SIA). Structured questionnaire with seven-point Likert scale is used to collect primary data. The findings of this study show that motivation factors, which are pay and benefits, career development, and recognition, positively affect job satisfaction of employees in Singapore Airline Company (SIA). Among these factors, pay and benefits and recognition have significant effect on employee satisfaction rather than other remaining factors. So, employees’ motivation is increased either external motivation factors or internal motivation factors mainly by pay and benefits, career development, and recognition and thus both extrinsic and intrinsic motivation factors have strong relation with employee satisfaction. Moreover, the study discovers that job satisfaction has a positive significant effect on job performance of employees in Singapore Airline Company (SIA). Thus, Singapore Airline Company (SIA) should handle employees’ needs and desires by employing extrinsic and intrinsic motivational factors to achieve employees’ high performance
THE EFFECTS OF CUSTOMER PERCEIVED VALUE ON USER SATISFACTION AND USER LOYALTY TOWARDS MPT MOBILE SERVICE IN NAY PYI TAW
No full textThis study analyzes how customer perceived value can affect customer satisfaction which in turn leads to customer loyalty. In this study, both descriptive analysis and inferential analysis are applied and data are collected from sample 160 MPT (Myanmar Post and Telecommunications) mobile service users in Nay Pyi Taw. Among customer perceived values, corporate image has the greatest contribution towards customer satisfaction, and perceived switching costs also has the second most positive impact on customer satisfaction of MPT mobile service users. This study also noticed that outcome quality is also significant with MPT mobile service customer satisfaction. The results also point out that customer satisfaction affects induction customer loyalty. Based on the findings, the study recommends that MPT should emphasize improving their voice and data service quality, maintain the protection of user information, in order to maintain the role as the leading mobile telecom service provider in Myanmar
THE EFFECTS OF HUMAN RESOURCES ON FIRM PERFORMANCE OF SMEs IN NAY PYI TAW
No full textThis study aims to study human resources and firm performance of SMEs in Nay Pyi Taw. The specific objectives are to identify the human resources of SMEs and to analyze the effects of human resources on firm performance of SMEs in Nay Pyi Taw. Primary data and secondary data are used in this study. The primary data were collected, through a structured questionnaire with a seven-point Likert scale, from 150 SMEs owners in 2 townships who are selected by using cluster sampling method. Secondary data are acquired from the records, relevant text books, articles, journals and previous studies. The primary data are analyzed using descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis. According to the findings, it is found that two human resource factors managerial characteristics and entrepreneurial orientation have positive and significant effects on firm performance. This study
suggested that SMEs led by owners or managers with strong leadership, decision making skills, strategic vision, and an innovative mindset tend to achieve better business outcomes. SMEs owners in Nay Pyi Taw should enhance their competitiveness, sustainability, and long-term success by prioritizing the development of human capital, particularly in managerial and entrepreneurial capacities
THE EFFECTS OF LEADERSHIP STYLES ON EMPLOYEE COMMITMENT IN GLOBAL TECHNOLOGY CO., LTD.
No full textThis study examines the effect of different leadership styles on employee commitment at Global Technology Co., Ltd. This study focuses on transformational, transactional, and laissez-faire leadership styles. A quantitative method was used, and data were collected
from 101 employees through a structured questionnaire by using stratified random sampling method. The analysis showed that transformational and transactional leadership styles have a positive and significant effect on employee commitment. On the other hand,
laissez-faire leadership was found to have no significant effect on employee commitment, indicating that a hands-off approach may not provide enough support or direction for employees. This study found that the significant role of transformational and transactional
leadership in fostering employee commitment, while revealing that laissez-faire leadership has no significant effect. Organizations aiming to enhance employee loyalty and retention should focus on developing leadership styles that are both inspiring and performance oriented
Service Quality and Customer Satisfaction Towards Motor insurance in Bago Township (Case Study in GGI Tokio Marine General Insurance Co.,Ltd.) (Khin Moe Moe Htet, 2025)
Get PDFThis study aims to analyze the effect of service quality on customer satisfaction
towards Motor Insurance in Bago Township. The sample population consists of 174
respondents, selected from a total of 308 motor insurance buyers using Taro Yamane
sampling formula. A simple random sampling method is applied to minimize bias and
enhance representativeness. Quantitative research method is used in this study.
Customer are satisfied with service quality dimensions that tangibility, reliability,
responsiveness, assurance, empathy. The study indicates that Assurance have the most
significant and positive effect on customer satisfaction towards motor insurance
services at GGI Tokio Marine. Customers highly value timely service and confidence
in the company ability to deliver on its promises. This suggests that GGI Tokio Marine
performs good condition in responsiveness, reliability and assurance, the company
should increase empathy and tangibility to further improve customer satisfaction.
Investments in service efficiency, staff training and personalized attention will help the
company to create a more positive customer experience. Additionally, leveraging
technology for faster service delivery and customer engagement can further strengthen
customer satisfactio
Factors Influencing Consumer Purchase Intention Towards Motor Insurance Product in Global World Insurance (GWI) ( Ye Lin Zaw,2025)
Get PDFThis study aims to analyze the factors influencing consumer purchase intention
towards motor insurance product offered by Global World Insurance (GWI). Utilizing
a quantitative approach, primary data is collected from 385 respondents who visit to
GWI (head office), selected by systematic sampling method. Secondary data is obtained
from academic journals, industry reports, and previous studies. The study framework
incorporates the key factors such as product features, pricing, accessibility (place),
promotional strategies, social influence, and trust, grounded in the Theory of Planned
Behavior (TPB) and Marketing Mix theory. According to the results of descriptive
statistics, most respondents perceived that GWI conducts very high-level product
activities, and the company also conducts the high-level price, trust building,
promotion, place and social influence activities. Multiple regression analysis reveals
that all observed factors statistically significant affect consumer purchase intention
towards motor insurance product of GWI. Promotion has the strongest effect on
consumer purchase intention, followed by social influence, trust, product, place, and
price. The study suggests that GWI should prioritize the promotion activities.
Moreover, the company should enhance the online service platforms, and leverage
social media activities to enhance the consumer purchase intention towards motor
insurance product offered by GWI
A Study on Cargo Operation Management in Sky Cargo Terminal (Han Win Thein, 2025)
Get PDFThis research focuses on the air cargo activities at Sky Cargo Terminal (SCT),
located within Yangon International Airport. The study aims to evaluate how well the
cargo operations perform and whether they meet international guidelines and standard
procedures. It also explores the present condition of cargo handling processes and how
the terminal is operated on a regular basis. Information was gathered by using a
structured questionnaire. The questions were created based on the job responsibilities
of employees. The survey was conducted among managers, supervisors, and
operational staff working at SCT. It is found that the staff believe the terminal is
operating well in many areas. However, some areas still need improvement, such as
better communication, faster procedures, and stronger use of standard rules.
According to the study, while Sky Cargo Terminal is trying to meet international
standards, the cargo handling system should be improved well in line with
international standards. This research provides useful knowledge to help Sky Cargo
Terminal and other cargo terminals in Myanmar strengthen their operations and move
closer to global standards
A Study on Socio-Economic Status of Internal Migrants in Myanmar (A Case of Yangon: Mayangone Township) (Htet Naung Kyaw, 2025)
Get PDFThis study explores the internal migration trends to Mayangone Township in
Yangon Region, focusing on patterns, driving factors, and socio-economic impacts.
Data were collected by a quantitative method, through a semi-structured questionnaire
survey with 200 respondents of internal migrants residing in Mayangone Township.
The study aims to identify the differences in the socio-economic status of internal
migrants in Mayangone Township, before and after migration. Descriptive method was
used to analyze migration trends, living conditions, and socio-economic outcomes.
Most migrants originated from Yangon (39.5%), followed by Magway, Sagaing, and
Mandalay Regions. Migration was driven by insufficient job opportunities and limited
development in home areas, while better employment and education in Yangon served
as pull factors. Wards 1 and 2 absorbed 62.5% of migrants. Post-migration, income
levels rose significantly, especially among those earning over 900,000 MMK.
Employment improved across private sectors and small businesses. Housing is divided
between ownership and rental options. Access to water and sanitation is widespread,
while electricity coverage varies. Internal migrants reported improved well-being, with
satisfaction linked to the living conditions of wards where they settled, occupation type,
and housing type
Analysis of Digital Transformation in State-Owned Banks (A Case Study on Myanma Economic Bank in Yangon Region) ( Khine Su Wai, 2025)
Get PDFThis study examines the challenges of implementing digital transformation in
state-owned Banks, focusing on the Myanma Economic Bank (MEB). As digital
transformation becomes a global trend, MEB faces both internal and external barriers,
such as outdated systems, limited infrastructure, and regulatory issues. The study aims
to identify key challenges and understand the perceptions of both employees and
customers regarding MEB’s digital services. The study is based on, descriptive
method, using primary data collected from MEB staff and its customers in Yangon.
The employee survey covered areas like Technological Readiness, Financial
Constraints, Training, Organizational Support, and Policy Support. The customer
survey focused on Perceived Usefulness, Ease of Use, Trust, Service Quality, and
Adoption. It is found that employees see Organizational Support and Regulatory
Constraints as major obstacles. Meanwhile, customers generally have a positive view
of MEB’s digital services, especially their usefulness and potential. However,
customers noted that service quality, particularly the responsiveness of customer
support, needs improvement