2026-06-24T10:54:48Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1430 2024-05-13T10:07:46Z 1582963436320:1582965660463 user-yueco

CONSUMER USAGE BEHAVIOR AND BRAND LOYALTY OF OOREDOO MYANMAR M-PITESAN( Khin Ei Han, 2019) Khin Ei Han This study aims to investigate M-Pitesan usage behavior based on the influencing factors and analyze the relationship between usage behavior and brand loyalty of consumers. Along with technology development, the role of cash payment is gradually replaced by many forms of e-payment and mobile money is one of them. Simple random sampling method is applied to select three stores from Yangon and two stores from Mandalay out of 20 stores. Then systematic random sampling method is applied to collect the data from respondents at these selected stores. Structured questionnaires are used to collect the primary data from 384 respondents. The findings of this study point out five factors influencing on the M-Pitesan usage behavior. These five factors are ease of use, compatibility, knowledge, perceived trust and perceived risk. Moreover, the result shows that usage behavior is affecting to the loyalty of the consumers. In this study, most of the respondents have positive feedback on influencing factors and also show positive usage behavior. Thus they are willing to recommend M-Pitesan to others and continue using this as loyal consumers. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001430 https://meral.edu.mm/records/1430