2026-05-08T16:09:06Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008503 2024-09-03T08:14:18Z 1582963436320 1582963436320:1582965701379

Service Qualtiy, Customer Satisfaction and Loyalty of AYA Bank ( Han Nwe San, 2022) Han Nwe San This study aims to find out the effect of service quality on customer satisfaction and customer loyalty at AYA Bank in Yangon. The objectives of this study are to identify the service quality provided by AYA bank and to analyze the effect of customer satisfaction on customer loyalty of AYA bank. The descriptive and quantitative research methods are applied in this study. For the primary data collection, the sample size for this study are 194 AYA bank customers which is selected by using simple random sampling method and interviewed with structured questionnaires. According to multiple regression analysis, tangibility, assurance, and empathy have positive relationship with customer satisfaction and customer loyalty. This study highlights that service assurance is the most influential factor, empathy is second and tangible is third influential factor on customer satisfaction at the AYA Bank. Therefore, it is suggested that AYA Bank must pay full attention to the service quality. AYA bank must be mindful of how good service is provided by the bank in order to make customers satisfied and build long-term relationships with customers. 2022-10-01 https://meral.edu.mm/records/8503