2026-07-28T23:17:54Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008513 2024-09-04T06:29:31Z 1582963436320 1582963436320:1582965701379

7CS Marketing Mix, Customer Satisfaction and Customer Engagement in Myanmar Citizens Bank ( Phway Nu Aye, 2022) Phway Nu Aye The main objectives of the study are to identify the 7Cs marketing mix practices, to identify the 7Cs marketing mix practices on customer engagement and to explore the mediating effect of customer satisfaction on the relationship between 7Cs marketing mix practices and customer engagement in Myanmar Citizen Bank. Additionally, the study explored the effect of marketing mix practices on customer engagement as well. Both primary and secondary data were used in this method of descriptive analytical based approach study. Personal interview with structured questionnaires was operated to gather primary data and only 145 customers out of 15,000 were selected across MCB head office and branches in Yangon to collect data by using simple random sampling method. Multiple linear regression analysis and mediation analysis were used to perform the study efficiently. The remaining secondary data were obtained through reports of MCB Bank, textbook as well as research papers across library and Internet websites. By using those research methods, among seven customer marketing mix variables, convenience and cost variables are statistically significant on customer satisfaction. Concerning the effect of 7Cs marketing mix on customer engagement, out of seven customer marketing mix variables, caring, cost and completion variables are statistically significant on customer engagement. The finding indicates that the customer satisfaction has a partial mediating effect on the relationship between the consumer marketing mix 7Cs and customer engagement when the mediating effect of customer satisfaction is analyzed and it is discovered that there is a significant mediating effect of customer satisfaction on customer engagement. This study could be supportive for the management and practitioners of MCB Bank to have more awareness on their marketing mix strategies since the marketing mix factors have a direct positive effect on the customer satisfaction. It also recommends MCB Bank to take the advantage of the digital technology in their marketing strategies to attract the customers in providing banking services as well as to keep them to have more engagement with the bank. 2022-10-01 https://meral.edu.mm/records/8513