2026-04-05T13:00:28Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011927 2025-10-09T06:12:18Z 1582963436320 1582963436320:1582965701379

Customer Satisfaction and Customer Retention Towards Auto Loan Service of Yoma Bank ( Su Latt Sandy, 2025) Su Latt Sandy The objectives of this study are to analyze the factors influencing customer satisfaction towards auto loan service of Yoma Bank and to examine the effect of customer satisfaction on customer retention for auto loan service of Yoma Bank. The quantitative research method was used to analyze the findings. Both primary and secondary data are used in this study. A sample of 96 customers was selected from a total of 126 repeat auto loan applicants at Yoma Bank using a simple random sampling method. The findings indicate that all four factors have a significant and positive effect on customer satisfaction. The findings reveal that personalized service is the strongest predictor of satisfaction, followed by loan documentation, interest rates, and timely processing. Moreover, customer satisfaction has a significant and positive effect on customer retention. The findings suggest clear guidance for Yoma Bank to improve its auto loan services and build stronger customer relationships. Yoma bank should make sure transparency by clearly communicating loan terms and fees and enhance personalized service through staff training and dedicated relationship managers. Strengthening customer engagement, streamlining loan processes, and maintaining transparency can significantly improve customer satisfaction and which in turn leads to customer retention. 2025-06-01 https://meral.edu.mm/records/11927