2026-05-01T21:09:37Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1724 2024-08-21T06:42:04Z 1582963436320 1582963436320:1582965701379 user-yueco

CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER LOYALTY IN MYANMAR ORIENTAL BANK ( Han Wai Aung, 2019) Han Wai Aung (MBF - 14) This study is about customer relationship marketing and customer loyalty in Myanmar Oriental Bank. There are two main objectives: to identify the customer relationship marketing activities conducted by Myanmar Oriental Bank (MOB Bank), and to analyze the association between customer relationship marketing and customer loyalty in MOB Bank. Primary information was collected properly by using structured questionnaires from surveying 150 MOB Bank’s customers at its headquarter, Shwebonthar and Lanmadaw branches in Yangon. Descriptive research method was used in the study. Relationship Marketing Theory was used to construct the conceptual framework. Key dimensions of relationship marketing such as trust, empathy, communication and commitment are analyzed whether variables are correlated with the bank’s customer loyalty. The study found that all dimensions of customer relationship marketing are associated with customer loyalty of MOB Bank. Commitment has the strongest association with customer loyalty and empathy has the least association with customer loyalty. Customers believe on how MOB Bank is reliable on taking a good care on customer complaints and expect MOB Bank more to have some flexibility on its constricted internal policy and procedures. MOB Bank should develop more innovative products and value-added services with the assistance of trending technology to suit in today’s customer lifestyles. Therefore, MOB Bank should put more effort to deliver superior customer experiences with genuine empathy through trainings of interpersonal communication, and establishing digital banking. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001724 https://meral.edu.mm/records/1724