2026-04-04T15:33:19Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009706 2024-08-09T09:28:20Z 1582963436320 1582963436320:1582965701379

Customer Satisfaction and Continuance Use Intention Towards Credit Card Services of KBZ Bank (Aye Myat Thinzar , 2024) Aye Myat Thinzar This study examines the relationship between customer satisfaction and the intention to continue using credit card services provided by KBZ Bank. The study aims to investigate the elements that contribute to consumer satisfaction with KBZ Bank's credit card services and to determine how customer happiness influences their intention to continue using these services. Both descriptive and quantitative research methodologies are employed. This study utilizes both primary and secondary data. A sample size of 394 KBZ credit card users is selected using the simple random sampling approach. Data analysis involves the application of multiple linear regression. The survey incorporates the following variables: information quality, service quality, perceived ease of use, perceived utility, perceived security and privacy, and perceived price. The study revealed that out of six elements, information quality, perceived ease of use, perceived utility, and perceived security and privacy had a substantial impact on consumer satisfaction. The most influential aspect among key factors in customer satisfaction is the level of user-friendliness. Furthermore, it has been discovered that customer satisfaction has a beneficial impact on the ongoing utilization of credit card services provided by KBZ Bank. According to the findings, it is recommended that KBZ Bank create and share concise instructional videos to assist users in understanding how to utilize credit cards. Subsequently, users would have enhanced convenience in utilizing credit cards. The bank should offer instantaneous notifications for all credit card transactions. KBZ Bank must consistently upgrade its system to comply with the Payment Card Industry Data Security Standard in order to safeguard cardholder data. KBZ Bank should provide a variety of communication methods, including hotlines, email, messenger, viber, and telegram, among others. 2024-06-01 https://meral.edu.mm/records/9706