2026-04-16T01:14:08Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011953 2025-10-15T07:39:09Z 1582963436320 1582963436320:1698989833663

Integrated Marketing Communications, Customer Satisfaction and Customer Loyalty Towards Royal D Soft Drink (Phyo Min Soe, 2025) Phyo Min Soe This study examines the effect of integrated marketing communications (IMC) and customer satisfaction on customer loyalty in the context of Royal D Soft Drink in Myanmar. In this study, the simple random sampling method is used to select 385 consumers through structured questionnaires. Multiple regression analysis was used to analyze the effect of IMC components on customer satisfaction and its effect on customer loyalty. The results of this study demonstrate that Integrated Marketing Communications (IMC) for Royal D soft drink positively influence customer loyalty. Additionally, the study confirms that customer satisfaction has a strong and significant effect on enhancing customer loyalty toward Royal D soft drink in Myanmar. The findings demonstrate that IMC elements contribute variably to customer satisfaction, personal selling emerged as the most influential factor, followed by public relations. Digital marketing channels, including social media and direct marketing showed significant on customer satisfaction. The study identifies several opportunities for Royal D to strengthen its marketing communications. The findings suggest that Royal D benefits from rebalancing its integrated marketing communications, placing greater emphasis on building lasting customer loyalty rather than relying heavily on short-term promotional tactics. Recommendations include developing more corporate social responsibility initiatives to enhance brand trust, investing in comprehensive sales team training programs, and implementing more sophisticated digital marketing strategies to engage younger consumers. 2025-06-01 https://meral.edu.mm/records/11953