2026-10-25T05:54:53Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009131 2024-05-27T03:52:49Z 1582963436320 1582963436320:1698989833663

Effect of Rebranding Strategies on Organizational Performance of Myanmar Posts and Telecommunications( Khin Thuzar Kyaw, 2023) Khin Thuzar Kyaw This study intends to uncover MPT's rebranding strategies and assess how such strategies affect MPT's performance. In this study, primary and secondary data were also used. At the MPT headquarters, 146 employees provided the primary data. Using a straightforward random sampling technique, a structured questionnaire with a 5-point Likert scale was used to gather primary data. Product differentiation, business process reengineering, and management rebranding commitment are the four corporate rebranding strategies that are favorably significant with MPT performance, except for corporate culture revision. Following management commitment and product differentiation in importance, the study indicated that business process reengineering had the greatest impact on the performance of MPT. To improve customer care quality for the finest customer services, MPT should consider the nurturing and recurring strategy employing new technology such as machine learning and artificial intelligence. To retain current consumers and draw in new ones, MPT should hasten the establishment of digital touch points. Additionally, MPT management should always persuade staff members of the necessity of the change as well as its possible advantages for both the business and the staff. 2023-08-01 https://meral.edu.mm/records/9131