2026-05-01T02:19:46Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011054 2025-05-22T03:41:08Z 1582963436320 1582963436320:1698989841255

Customer Relationship Marketing Practices, Customer Satisfaction and Customer Retention Towards Myanma Insurance (Lilly Kyu, 2025) Lilly Kyu This study investigates Customer Relationship Marketing (CMR) practices, customer satisfaction and customer retention towards Myanma Insurance. This research employs both primary and secondary data. The research used Taro Yamane's (1967) formula, resulting in a sample size of 273 respondents. Respondents are chosen by a basic random sampling procedure. Primary data are acquired using structured surveys using Google Forms online. Secondary data is obtained from textbooks, online sources, and prior study articles. Descriptive statistics and regression analysis are used for data analysis. Multiple regressions indicate that Customer Relationship Marketing (CRM) activities significantly enhance customer satisfaction at Myanma Insurance. Among the key factors, trust emerges as the strongest predictor, followed by empathy, trust, communication, commitment, and responsiveness. The overall model demonstrates a strong explanatory power, confirming that these Customer Relationship Marketing (CRM) practices collectively contribute to enhancing customer satisfaction and customer retention. The findings underscore the essential importance of trust and empathy in building robust customer connections within marketing operations. This investigation offers an initial comprehension of customer relationship marketing methods, client happiness, and customer retention about Myanma Insurance. The results of this study may inform the creation of focused marketing strategies that successfully tackle issues related to client happiness and retention. 2025-02-01 https://meral.edu.mm/records/11054