2026-08-25T14:01:09Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009888 2024-09-27T09:58:23Z 1582963436320:1582965701379

Innovation Practices, Customer Satisfaction and Consumer Loyalty Towards MAB Bank (Thae Lwin Oo, 2024) Thae Lwin Oo This research aims to identify the creative strategies used by MAB bank, evaluate the effect these strategies have on customer satisfaction, and examine how customer satisfaction affects customer loyalty to MAB bank. Primary and secondary data were also used in this investigation. The research focuses on independent variables that include a wide range of innovative techniques, such as product, process, service, and marketing communication innovation. The total number of customers at MAB bank is 126,251. The Yamane (1973) formula yields a sample size of 399. A total of 399 clients of MAB bank were selected using the simple random sample method to collect structured questionnaires. To determine the correlation between independent and dependent variables, regression analysis is used. According to the survey, customer satisfaction is positively and significantly impacted by service, process, product, and marketing communication innovation. The MAB bank's innovative service methods have the greatest impact on customer satisfaction of all the practices. Regression research shows that customer loyalty is positively and statistically significantly impacted by customer satisfaction. Based on research findings, MAB bank could provide a digital replacement option by sending new codes to clients who seek card replacements through internet banking. MAB bank should produce original music tracks and film series including renowned singers and actors. Furthermore, it is imperative for MAB bank to retain the customer's past transaction records on their mobile banking or internet application. MAB bank should provide a rapid online lending service that displays the progress of the loan procedure and provides an estimated timeframe for loan approval on their website. Ultimately, it is imperative for MAB bank to consistently oversee the offerings and provisions of its competitors. 2024-06-01 https://meral.edu.mm/records/9888