2026-05-01T03:22:30Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008205 2024-06-08T09:48:17Z 1582963436320:1582965660463

CUSTOMER PERCEIVED VALUE AND BRAND LOYALTY OF HITACHI SOE ELECTRIC & MACHINERY CO., LTD (Hnin Hlwar Nu, 2022) Hnin Hlwar Nu The main purpose of this study is to examine the effect of customer perceived value on brand loyalty and to analyze the mediating effect of customer satisfaction on the relationship between customer perceived value and brand loyalty of Hitachi Soe Electric & Machinery Co., Ltd. The primary data are gathered using structure questionnaires from 177 respondents who are selected among 315 customers of Hitachi Soe Electric & Machinery Co., Ltd. According to the findings, the partial mediation of customer satisfaction occurs when functional value and emotional value links towards brand loyalty through customer satisfaction and there is also a direct effect of functional value and emotional value on brand loyalty. Moreover, there is no mediation effect of customer satisfaction between perceived risk and social value that link towards brand loyalty whereas they have direct effect on brand loyalty. It can be concluded that marketers should focus on the measures to promote customer perceived value and customer satisfaction to enhance brand loyalty. 2022-03-01 https://meral.edu.mm/records/8205