2026-05-09T15:27:48Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008731 2024-09-05T06:02:29Z 1582963436320 1582963436320:1582965701379

Brand Exeprience and Word of Mouth Recommendation of Agents(Case Study of Myanmar Mobile Money Service) (Thuzar Oo, 2023) Thuzar Oo The objectives of the study are to examine the brand experience of Myanmar Mobile Money service (MMM) and the effect of brand experience on word of mouth (WOM) recommendation of agents. This study aims to focus Social Judgment Theory that explains how attitude change for recommendation when the agents receive a persuasive dimension related brand experience. The survey data were collected from 130 active agents of MMM and the questionnaires are structured with 5 points Likert scale. The descriptive statistics and quantitative methods were used. This study demonstrates strongly agreement level of overall mean score are all the statements that sensory, affective, behavior, intellectual and relational. Sensory and intellectual experiences are significantly and positively effect on WOM recommendation. Affective, behavior and relational dimensions are positive effect on WOM recommendation and these factors are not significant effect on WOM recommendation. Although MMM was received the strongly agreement level and positive recommendation from agents, MMM should take advantage of positive word of mouth from agents by updating brand experience dimensions as needed because the perception of agents is always changing all the time. In the sector of mobile financial service, if there are no agents, the customer cannot survive and cannot grow well. On the other hand, the number of users will definitely increase due to positive recommendation from satisfied agents. Moreover, MMM should also generate the effective financial products and best-of-class services carefully to reinforce getting positive recommendation and long-term survival. 2023-01-01 https://meral.edu.mm/records/8731