2026-10-25T07:01:48Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009198 2024-09-04T09:55:22Z 1582963436320 1582963436320:1582965660463

Factors Influencing Customer Loyalty Towards Probiotic Kefir Myanmar Co., Ltd (Swe Swe Mar, 2023) Swe Swe Mar The study aims to analyze the factors influencing trust, product reliability, perceived value, health concern, and price on customer loyalty towards Probiotic Kefir Myanmar Co., Ltd. It also explores the moderating effect of familiarity with the service provider on these relationships. To meet research objectives, both primary and secondary data are used. A total of 356 customers are listed as loyal customers by Probiotic Kefir Myanmar Co., Ltd, who have made purchases over the past two years. Primary data are collected from 178 members who are selected from a total of 356 customers who have been using Probiotic Kefir Myanmar products at least two times. Respondents are selected through a simple random sampling method and using a structured questionnaire with a 5-point Likert scale. Secondary data are collected from the Probiotic Kefir Myanmar Facebook page, relevant textbooks, internet websites, and related research papers. The findings indicate that the influences of three factors such as trust, perceived value and price factors have a strong effect on customer loyalty. Furthermore, the results emphasize that familiarity with the service provider does not significantly impact customer loyalty. The study recommends that maintaining high quality and trustworthiness should be a priority for the product brand to sustain and enhance customer loyalty. 2023-10-01 https://meral.edu.mm/records/9198