2026-08-26T04:01:37Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008905 2024-05-27T03:51:13Z 1582963436320 1582963436320:1707206749823

Customer Brand Loyalty on Electronic Products(A Case of Staff in Yangon University of Economics) (Ma Zin Thiri Tun, 2018) Zin Thiri Tun This study aims to investigate the relationship between brand experience, customer satisfaction and brand loyalty in electronic products. There are two objectives in this study: to identify the impact of brand experience on customer satisfaction; and to analyze the effect of brand experience and customer satisfaction on brand loyalty. The quantitative research approach was applied in this study. The required data was collected from 105 academic and administrative staff who are working in Yangon University of Economics as the case study. Data analysis for this study was conducted using SPSS (Statistical Package for the Social Sciences) software. The analysis used descriptive statistics (mean, percentage and frequency) as well as inferential statistics (correlation and regression analysis) to facilitate the meaningful analysis. The results showed that there is a significant positive relationship between brand experience, customer satisfaction and brand loyalty. As the results, customer satisfaction has a stronger influence than brand experience in building brand loyalty. Therefore, this study suggests that as the companies, they have to build strong brand experience to be able to guarantee customer satisfaction and ,";," I followed by brand loyalty to their products. 2018-06-01 https://meral.edu.mm/records/8905