2026-06-01T17:35:40Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011046 2025-05-21T05:09:09Z 1582963436320 1582963436320:1698989841255

Trust, Customer Engagement and Customer Loyalty Towards AIA Myanmar Life Insurance (Nita, 2025) Nita This study focuses on the effect of trust, including trust in economy-based, information-based, service provider, and regulator trust, on customer engagement, which in turn affects customer loyalty towards AIA Myanmar Life Insurance Co., Ltd. The research utilises a sample of 224 respondents, derived from a total population of 510 policyholders during 2023-2024, using Taro Yamane's formula (1967). For primary data, structured questionnaires are prepared with a 5-point Linkert scale and distributed online. This set of surveys was distributed using a simple random sampling method. A quantitative approach is used, incorporating descriptive statistics and multiple regression analysis. Secondary data is collected from past research papers, library reference books, reports from AIA Myanmar Life Insurance, and online sources. The results show that the most important factor influencing customer engagement is trust in the regulator, whereas trust based on economic factors does not appear to have a significant impact. The findings highlight that customer engagement plays a crucial role in fostering customer loyalty. The study highlights the need for AIA Myanmar Life Insurance to enhance transparency, improve regulatory confidence, and strengthen customer relationships through personalised engagement strategies. 2025-02-01 https://meral.edu.mm/records/11046