2026-07-26T03:01:26Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012944 2026-07-10T08:05:32Z 1607960099348 1607960099348:1608035585040

THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION TOWARDS CUSTOMER LOYALTY AT UAB BANK IN MANDALAY NAN SU HLAING This study aims to examine the effect of customer relationship management practices on customer satisfaction towards customer loyalty at UAB Bank in Mandalay. Among CRM practices, this study highlighted six dimensions: customer orientation, knowledge management, technology-based CRM, quality of customer service, trust building, and conflict handling. The study used a quantitative method with a descriptive survey design. Data were collected from 165 UAB bank customers in Mandalay by using a 3-in-1 systematic sampling method. Structured questionnaires are measured on a seven point Likert scale. The secondary data were collected from journals, articles, textbooks, these and the internet website. To analyze the data, SPSS was used for personal profile, reliability analysis for each factor of items, descriptive statistics, multiple regression analysis and simple linear regression analysis. The findings reveal that conflict handling, quality of customer service and trust building significantly impact on customer satisfaction. Furthermore, customer satisfaction is found to have a positive and statistically significant influence on customer loyalty. The managers of UAB bank should continually improve the conflict handling system, quality of customer service and trust building because most customers of UAB bank in Mandalay are more satisfied with these factors. However, customer orientation, knowledge management and technology-based CRM do not have a significant impact on customer satisfaction. Therefore, the bank should redesign its customer orientation strategy, knowledge management systems and technology-based CRM strategy. By improving these practices, the bank can create long-term customer relationships that lead to organizational success. 2026-04-01 https://meral.edu.mm/records/12944