2026-08-24T01:18:23Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009775 2024-09-06T10:40:27Z 1582963436320:1582965701379

Factors Affecting Customer Attitude Towards Foreign Remittance Services at Myanmar Citizens Bank ( Myo Pa Pa Myo, 2023) Myo Pa Pa Myo The primary aims of this study are to investigate the elements that influence customer attitudes regarding international remittance services and to analyze the impact of customer attitudes on the intention to continue using foreign remittance services provided by Myanmar Citizens Bank. This study utilizes both descriptive and quantitative research approaches. A total of 293 respondents were gathered using the Yamane sampling method. The participants were chosen using a basic random sample technique in order to complete the structured questionnaire. This study also incorporates the utilization of secondary data. The multiple regression method is employed for the analysis of data. The findings of the study indicate that there is a favorable and considerable impact of relative advantage, social influence, and promotion on customer attitude. Promotion emerges as the foremost influential component in shaping client attitudes, among other notable variables. Additionally, research has indicated that consumer attitude exerts a favorable impact on the intention to continue using a product or service. The management of MCB bank should prioritize promotion efforts by considering the provision of free home services to recipients in Myanmar who express a desire for such services. The management of MCB bank should prioritize the development of a system that enables consumers to track the status and progress of their remittances. It is suggested that MCB bank consider implementing a rewards or incentives program to encourage clients to refer MCB remittance services to their colleagues. 2023-08-01 https://meral.edu.mm/records/9775