2026-08-25T23:02:36Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1402 2024-07-10T08:10:57Z 1582963436320 1582963436320:1582965701379 user-yueco

CUSTOMER SATISFACTION ON MARKETING MIX ACTIVITIES TOWARD ROYAL BANKING IN AYA BANK (Myat Ei Mon , 2019) Myat Ei Mon (EMBF - 30) This study focuses on the customer satisfaction on marketing mix (7Ps) toward royal banking in AYA bank. It aims to identify the marketing mix of AYA Royal Banking and to analyze the relationship between marketing mix and customer satisfaction. Structured questionnaire is used to get the primary data. This study is done by collecting data from 120 royal customers of AYA bank and simple random sampling is used. The study reveals that most of the customers are middle aged and educate people doing own business especially trading. Most of the customers are satisfied with marketing mix (7Ps) offered by AYA bank. The findings reveal that among seven marketing factors, five marketing factors are significant with customer satisfaction. Those factors include product, price, place, promotion and process. It is proved that price factor has the highest affect on the customer satisfaction. Thus, AYA bank should focus on price factor most in order to improve more customer satisfaction. Basing on the survey result, AYA should focus on the major segments of its customer profiles in order to create new products and attract more customers. Most of the customers are owners and educated people thus the bank should provide relevant promotion strategies. Regarding product, AYA should develop their relationship manager in order to provide better service for investment advisory and alternative investment management product and Assess Under Management (AUM) products and services. For people, AYA should offer regular trainings for the employees who are serving the royal banking customers. In additions, AYA should assign the people by specializing business knowledge trainings so that employees could serve their customers based on their expertise area. Finally, AYA bank should pay attention to five marketing factors such as product, price, place, promotion and process. Among these, AYA should find the ways in order to reduce the price for royal banking users. This thesis focuses only on marking mix (7Ps) activities of AYA royal banking product. This study does not cover all the service and products of AYA bank. In additions, this study does not cover the other banks in Myanmar. Therefore, further study should conduct the all the marketing mix activities of all the banks so that it will cover the whole banking industry. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001402 https://meral.edu.mm/records/1402