2026-05-01T19:16:19Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011907 2025-10-08T08:58:04Z 1582963436320 1582963436320:1582965701379

Customer engagement and Customer Loyalty at KBZ Bank, (Tin Zaw Wai, 2025) Tin Zaw Wai This study aims to examine the factors influencing customer engagement and analyze its impact on customer loyalty at KBZ Bank, one of Myanmar’s leading financial institutions. The four factors investigated in this study are self-brand connection, emotions during service, trust, and satisfaction. A quantitative research approach was employed to measure the relationships between these factors and customer engagement and loyalty, and data was collected through structured questionnaires from 137 international corporate customers, representing 68.5% of the target population. In order to carry out the specified two objectives, both primary and secondary data are used in this study. The findings indicate that self-brand connection, emotions during service, and trust have significant positive effects on customer engagement, with emotions during service showing the strongest influence. Furthermore, the study confirms that increased customer engagement positively affects customer loyalty. Based on these findings, it is recommended that KBZ Bank focus on enhancing emotional service experiences, building customer trust through reliable transactions, and strengthening brand-customer alignment to deepen engagement and maintain a competitive advantage in Myanmar’s financial services sector 2025-06-01 https://meral.edu.mm/records/11907