2026-09-21T11:56:00Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1136 2024-05-08T08:49:09Z 1582963436320:1582965660463 user-yueco

ANALYSIS OF FACTORS INFLUENCING CUSTOMER SATISFACTION AND CUSTOMER LOYALTY AT TRUEMONEY MYANMAR (Khin Thandar Soe, 2019) Khin Thandar Soe The main objectives of this study are to analyze the factors influencing customer satisfaction and to examine the effect of customer satisfaction on customer loyalty by service of TrueMoney agents and the company. The data are collected from 123 TrueMoney agents in Yangon area by using simple random sampling method. The result of the study indicates that both price and product features have positive effect on customer satisfaction of the company. The other attributes, place and promotion are, however, not the influencing factors on customer satisfaction in the context of this study. It is also found that customer satisfaction positively leads to customer loyalty of the company. The company should focus more in price setting and continuously monitors competitor price. In addition, the company should emphasize new product development and product or service quality to competitor effectively in this industry. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001136 https://meral.edu.mm/records/1136