2026-06-26T22:37:39Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00010355 2024-12-10T05:58:20Z 1582963436320 1582963436320:1582965701379

Factors influencing customer satisfaction of AYA Pay Wallet ( Aye Htwe Hlaing, 2024) Aye Htwe Hlaing The study examines the factors affecting customer satisfaction with AYA Pay, a mobile wallet service offered by AYA Bank in Myanmar. The mobile wallet industry has seen significant growth in recent years, with smartphones becoming more popular and cashless payment systems becoming more popular. AYA Pay, a leading digital payment platform in Myanmar, is influenced by factors such as perceived usefulness, perceived trust, brand image, security system, and service quality. The study found that perceived trust and service quality are the most critical determinants of customer satisfaction. Users value the security and reliability of their financial transactions, which directly affects their trust in the mobile wallet. The robustness of the security system, including encryption, biometric authentication, and AI-driven fraud detection, is crucial for building and maintaining customer trust. Service quality, including overall user experience, customer support responsiveness, transaction speed, and the range of features offered by AYA Pay, also influence customer satisfaction. The study recommends expanding features, strengthening perceived trust through transparent communication, third party audits, robust customer support, and improving brand image through consistent branding, corporate social responsibility activities, and influencer engagement. 2024-07-01 https://meral.edu.mm/records/10355