2026-10-25T17:51:46Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009770 2024-09-04T07:18:34Z 1582963436320:1582965660463

Service Quality, Customer Satisfaction and Repurchase Intention towards New Khitmee Hair Design And Beauty Salon (Ye Ye Lwin, 2022) Ye Ye Lwin The main objectives of the study are to analyze the effect of motivation factors on service quality, to determine the effect of service quality on customer satisfaction and to analyse the effect of customer satisfaction on repurchase intentions towards New Khitmee Hair Design & Beauty Salon. To achieve this objectives, descriptive and multiple linear regression analysis are used. In this study, 150 respondents are chosen from consumers who come into New Khitmee Hair Design & Beauty Salon in Mandalay, by using a systematic sampling method in which every fifth consumer is identified as a same respondent. Their responses are gathered through face-to-face interviews and questionnaire surveys with a structured questionnaire. The study's findings show that two motivation factors: pull and push are positively influenced on service quality. Among five dimemsions of service quality: tangibles, responsiveness, assurance, and empathy have positive effects on customer satisfaction towards New Khitmee Hair Design & Beauty Salon. Moreover, customer satisfaction has a positive and significant effect on repurchase intentions towards New Khitmee hair Design & Beauty Salon. This study suggests that New Khitmee Hair Design & Beauty Salon need to focus on customer satisfaction. Based on motivation factors and five dimemsions of service quality to stimulate consumer satisfaction and it lead to repurchase intention. By doing so, their marketing strategies can lead to profitability by sustaining their position in a highly competing the beauty salon market. 2022-10-01 https://meral.edu.mm/records/9770