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CUSTOMER SATISFACTION AND BEHAVIORAL INTENTION OF SHWE TET LU TEA AND FOOD SHOP (Aung Kyaw Moe, 2019)

http://hdl.handle.net/20.500.12678/0000001029
d5317573-e9eb-436d-92ca-c94cf1eaacd5
031182e5-981d-4cdb-9b1b-86909f7207d9
None
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Aung Aung Kyaw Moe (OMBA - 161006).pdf (890 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title CUSTOMER SATISFACTION AND BEHAVIORAL INTENTION OF SHWE TET LU TEA AND FOOD SHOP (Aung Kyaw Moe, 2019)
Language en
Publication date 2019-12-01
Authors
Aung Kyaw Moe
Description
The main objectives of the study are to analyze the factors affecting the customer
satisfaction of Shwe Tet Lu Tea and Food Shop and to determine the effect of customer
satisfaction on behavioral intention at Shwe Tet Lu Tea and Food Shop. The data are
collected from 350 customers of Shwe Tet Lu Tea and Food Shop by using a structured
questionnaire. The findings of the study indicate that all factors – food quality, service
quality, location and physical evidence – except price leads to higher customer satisfaction
at Shwe Tet Lu Tea and Food Shop. The results also show that among factors influencing
customer satisfaction, physical evidence has the highest influence over customer
satisfaction. The results indicate that customer satisfaction have strongly influence on
behavioral intention of customers at Shwe Tet Lu Tea and Food Shop. According to the
analysis, this study recommends that the shop should maintain the food quality and their
physical appearance, and furthermore, the employees should be trained more effectively
and efficiently to enhance customer satisfaction and thereby, promote their behavioral
intention.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Dr. Sanda Win
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0
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