2024-03-29T10:32:12Z
https://meral.edu.mm/oai
oai:meral.edu.mm:recid/1418
2021-12-13T01:17:46Z
1582963436320:1582965660463
user-yueco
THE EFFECT OF CUSTOMER PERCEIVED VALUE ON CUSTOMER LOYALTY OF PIZZA HUT IN YANGON
Aye Aye Kaung (MBA - 20)
The main purpose of this study is to examine the effect of customer perceived value
on customer satisfaction and customer loyalty towards Pizza Hut in Yangon. The study
explored the functional value, social value, economic value and emotional value as the
customer perceived value dimensions. One hundred and twenty respondents who come to
Pizza Hut outlets in Yangon are surveyed by using simple random sampling method.
Analytical research method is used to explore the objectives of the study. According to the
study, it is found that functional value, economic value and emotional value have
significant effect on customer satisfaction. Furthermore, the study indicates that the
customer satisfaction has highly significant effect on customer loyalty of Pizza Hut.
Therefore, the branch managers of Pizza Hut should be aware and emphasize on the food
quality, service quality and pricing options to improve the level of customer satisfaction
and thereby, to enhance the customer loyalty of Pizza Hut.
2019-09
http://hdl.handle.net/20.500.12678/0000001418
https://meral.edu.mm/records/1418