2026-10-25T13:12:03Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008797 2024-09-04T05:13:09Z 1582963436320:1582965660463

The Effect of Servicescape and Hospitality on Customer Loyalty at AYA Bank, Nay Pyi Taw (Zayar Soe, 2022) Zayar Soe This study aims to examine the effect of servicescape on customer satisfaction, to examine the effect of hospitality on customer satisfaction and to analyze the effect of customer satisfaction on customer loyalty of AYA Bank in Nay Pyi Taw. To achieve these objectives, both primary and secondary data were used. In this study, two-stage sampling method was used to select the respondents for primary data. At first stage, two out of five AYA Bank branches in Nay Pyi Taw were selected as sample. At second stage, the sample size was 218 customers by using Roasoft’s formula and the respondents were selected by using simple random sampling method. They were asked a structured questionnaire. 145 out of 218 customers responded the complete answers to analyze the primary data. Secondary data were collected from previous papers, thesis, texts and websites. For data analysis, descriptive method and multiple linear regression method were applied. According to descriptive analysis, the respondents agreed with ambient condition, space/function, signs, symbols and artifacts and cleanliness provided by AYA Bank. They also agreed with personalization, warm welcome, special relationship, sincerity and comfort given by the AYA bank. According to regression analysis, servicescape such as ambient condition, space/function, signs, symbols and artifacts had significant and positive effect on customer satisfaction. In addition, it was found that the more customer is satisfied, the higher customer loyalty exists. Based on the results, the study recommended that AYA Bank should focus on and enhance servicescape such as ambient condition, space/function, signs, symbols and artifacts. Moreover, the bank hospitality except personalization had significant and positive effect on customer satisfaction. Customer satisfaction would lead to build up customer loyalty toward AYA Bank. 2022-12-01 https://meral.edu.mm/records/8797