2026-05-31T01:49:16Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009730 2024-08-13T07:58:53Z 1582963436320 1582963436320:1698989833663

Customer Satisfaction And Customer Loyalty Towards Photography Services in Yangon( Htut Khaung Oo, 2024) Htut Khaung Oo The objective of this investigation is to investigate the factors that influence customer satisfaction and to evaluate the impact of customer satisfaction on consumer loyalty toward photography services in Yangon. Independent variables, which are influencing factors in this study, include tangibility, price, promotion, staff competence, trust, responsiveness, and process. The research methods employed were descriptive and quantitative. The data utilized was both primary and secondary. Application of the Cochran (1977) sampling formula to an unknown population yielded a sample size of 385 customers. The online survey employs straightforward random sampling to collect a structured questionnaire with a 5-point Likert scale from 385 customers. The application of regression analysis is essential for determining the impact of independent and dependent variables. The research determined that price, staff competence, trust, and process are the only factors that have a statistically significant positive impact on customer satisfaction. Tangibility, promotion, and responsiveness did not have a significant effect on customer satisfaction. According to the regression results, trust is the most effective factor in determining customer satisfaction, with process, staff competence, and price following in that order. The regression result also suggests that customer contentment has a positive and substantial impact on consumer loyalty toward photography services in Yangon. Based on the findings, photography services in Yangon should protect the confidentiality of photographs of customers. They should partner with good makeup artists to offer makeup service relevant to the skin types and preference of customers. In addition, photography services should provide comprehensive training to employees on all packages and services. Finally, photography services should introduce a flexible payment plan that allows customers to make partial payments. 2024-06-01 https://meral.edu.mm/records/9730