2026-06-13T03:04:11Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011612 2025-09-29T07:30:45Z 1582963436320 1582963436320:1582965701379

Service Quality, Customer Satisfaction and Customer Loyalty Towards Automobile Loan Services at AYA Bank PCL (Nyein Nyein, 2025) Nyein Nyein This study examines that the effect of service quality on customer satisfaction towards automobile loan services and customer loyalty in the context of automobile loan services at AYA Bank PCL in Myanmar. The service quality dimensions are responsiveness, tangibility, reliability, assurance, and empathy. Quantitative research method was applied in this study. A sample of 373 customers who borrowed automobile loan from AYA Bank was selected through simple random sampling method to get the data. The findings indicated that assurance has the strongest effect on customer satisfaction, followed by empathy, responsiveness and tangibility. And then, customer satisfaction strongly effects on loyalty, indicating that satisfied customers are more likely to remain loyal to the bank. Based on these results, the study shows that customers especially appreciated the bank’s comfortable physical environment, efficient service, and provision of reliable and personalized loan information. AYA Bank should invest in staff training, streamline processes, and adopt customer-centric strategies to strengthen long-term relationships in the competitive automobile loan market. 2025-06-01 https://meral.edu.mm/records/11612