2026-06-18T02:04:35Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012199 2025-11-27T07:53:14Z 1607960099348 1607960099348:1608035585040

THE EFFECT OF MOBILE WALLET FUNCTIONAL SERVICE QUALITIES ON CUSTOMER SATISFACTION: A CASE STUDY OF A PLUS WALLET BY A BANK IN MANDALAY Myo Thant Tin his study investigates the impact of A Plus Wallet functionalities on customer satisfactions in Mandalay branches. Adopting a positivist paradigm and a deductive research approach, the study employs a survey research strategy, collecting data from 175 users who are A Plus Wallet users. Multiple regression analysis is conducted to examine the relationship between service quality dimensions, technology acceptance factors, and customer satisfactions. The findings reveal that Tangibility, Reliability and Empathy of Use positively influence customer satisfactions, while Responsiveness and Assurance do not show a significant impact. These results suggest that customers prioritize functional efficiency, user experience, and personalized support over service responsiveness and perceived security. This study contributes to both theoretical and practical knowledge by integrating service quality customer satisfactions in digital banking. The findings provide empirical validation of key service dimensions and offer actionable insights for financial institutions to enhance mobile wallet experiences. Recommendations include improving app design, system reliability, personalized customer support, and intuitive user interfaces to strengthen customer engagement and retention. 2025-07-01 https://meral.edu.mm/records/12199