2026-06-21T02:47:58Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011854 2025-10-03T09:11:09Z 1582963436320 1582963436320:1582965701379

Customer Satisfaction and Customer Loyalty Towards Personal Loan Services of AYA Bank PCL (Sandar Oo, 2025) Sandar Oo This research intends to investigate the elements influencing customer satisfaction regarding personal loan services at AYA Bank PCL and to evaluate how customer satisfaction impacts customer loyalty towards these personal loan services at AYA Bank PCL. The quantitative research approach is utilized. A sample size of 153 active personal loan customers is chosen using the simple random sampling technique. This study employs descriptive statistics. Linear regression and multiple regression are employed to analyze the data. This study analyzes service quality, documentation, staff competence, interest, and information technology resources as factors of influence. The research reveals that the quality of service, documentation, staff skills, engagement, and IT resources significantly influence customer satisfaction. Among them, the interest rate of personal loans from AYA Bank PCL significantly impacts customer satisfaction. Results also indicate that customer satisfaction influences customer loyalty. AYA Bank PCL must inform customers of any changes in interest rates a minimum of 30 days prior. Ultimately, AYA Bank PCL needs to establish a unique interest rate framework aligned with customer profiles. 2025-06-01 https://meral.edu.mm/records/11854