2026-04-23T15:58:43Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012167 2025-11-25T04:19:23Z 1607960099348 1607960099348:1608035585040

FACTORS INFLUENCING ON CUSTOMER SATISFACTION OF UNIQLO BRAND IN MANDALAY Eain Gyi Khin Khin This study aims to examine factors influencing on customer satisfaction of UNIQLO in Mandalay. Specifically, it focuses on four key dimensions: brand awareness, brand association, perceived quality and brand loyalty. A quantitative research approach and 3 in 1 systematic sampling method were adopted to collect primary data, resulting in 247 responses from UNIQLO customers through a structured questionnaire.Secondary data were also gathered from relevant journals, textbooks, and credible online sources. The data were analyzed using SPSS version 25, including descriptive statistics, reliability analysis, Pearson correlation and multiple regression analysis. The study reveals that brand loyalty, perceived quality, and brand association have significant positive effects on customer satisfaction, with brand loyalty being the most influential. Brand awareness, while positively correlated, showed no significant direct impact on satisfaction. These results provide valuable insights for Uniqlo's strategic approach in Mandalay, recommending a shift from general awareness campaigns toward initiatives that enhance customer satisfaction, perceived quality, and emotional connection. The study contributes to a better understanding of consumer behavior in emerging markets and offers practical implications for global apparel brands operating in localized contexts. 2025-06-02 https://meral.edu.mm/records/12167