2026-04-16T17:00:54Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008264 2024-06-10T09:41:23Z 1582963436320:1582965660463

Factors Influencing Customer Attitude and Behavioural Intentions Towards JJ Express (Aung Thu Swe, 2022) Aung Thu Swe The purpose of this study is to examine factors that influence the customer attitude and behavioural intentions towards JJ Express. The data for this study is collected from 384 respondents by using a structured questionnaire. This research uses descriptive and analytical research methods. Both primary and secondary data are utilized in this research. To collect the primary data, the respondents are chosen by using systematic random sampling method and the first week of January, 2022 is identified as the data collection period. During this week, from morning (8:00 am) to evening (6:00 pm) everyday, the data are collected from passengers of every 5th outgoing JJ Express. The questionnaires are distributed to all passengers on selected JJ Express. Complete responses are obtained from 384 passengers. The findings of the study show that all influencing factors including perceived value, perceived service quality and brand image have positive effect on customer attitude towards JJ Express. Among these factors, perceived service quality is the most influential factor in improving customer attitude. The result also indicates that customer attitude has significant influence on behavioural intentions towards JJ Express. In this study, there are two variables: cognitive attitude and affective attitude are used to measure customer attitude. Out of these two variables, affective attitude is the most influential factor in enhancing favourable behavioural intentions. Therefore, JJ Express should try to continuously improve its service quality in order to form positive emotions that can enhance customer satisfaction and loyalty. 2022-03-01 https://meral.edu.mm/records/8264