{"_buckets": {"deposit": "90c6b54b-4714-4ac7-9332-4e6a70c7258c"}, "_deposit": {"created_by": 20, "id": "11054", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11054"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011054", "sets": ["1698989841255", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Customer Relationship Marketing Practices, Customer Satisfaction and Customer Retention Towards Myanma Insurance (Lilly Kyu, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study investigates Customer Relationship Marketing (CMR) practices, \ncustomer satisfaction and customer retention towards Myanma Insurance. This research \nemploys both primary and secondary data. The research used Taro Yamane\u0027s (1967) \nformula, resulting in a sample size of 273 respondents. Respondents are chosen by a \nbasic random sampling procedure. Primary data are acquired using structured surveys \nusing Google Forms online. Secondary data is obtained from textbooks, online sources, \nand prior study articles. Descriptive statistics and regression analysis are used for data \nanalysis. Multiple regressions indicate that Customer Relationship Marketing (CRM) \nactivities significantly enhance customer satisfaction at Myanma Insurance. Among the \nkey factors, trust emerges as the strongest predictor, followed by empathy, trust, \ncommunication, commitment, and responsiveness. The overall model demonstrates a \nstrong explanatory power, confirming that these Customer Relationship Marketing \n(CRM) practices collectively contribute to enhancing customer satisfaction and \ncustomer retention. The findings underscore the essential importance of trust and \nempathy in building robust customer connections within marketing operations. This \ninvestigation offers an initial comprehension of customer relationship marketing \nmethods, client happiness, and customer retention about Myanma Insurance. The \nresults of this study may inform the creation of focused marketing strategies that \nsuccessfully tackle issues related to client happiness and retention."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-05-22"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Lilly Kyu, MI-25, 1 st Bt. (22.5.2025).pdf", "filesize": [{"value": "686 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 686000.0, "url": {"url": "https://meral.edu.mm/record/11054/files/Lilly Kyu, MI-25, 1 st Bt. (22.5.2025).pdf"}, "version_id": "c842a730-6927-41f6-a6ab-d58c6a314e56"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Professor/Head  Dr. Thynn Thynn Myint"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Lilly Kyu"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2025-02-01"}, "item_title": "Customer Relationship Marketing Practices, Customer Satisfaction and Customer Retention Towards Myanma Insurance (Lilly Kyu, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989841255"], "permalink_uri": "https://meral.edu.mm/records/11054", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-05-22"}, "publish_date": "2025-05-22", "publish_status": "0", "recid": "11054", "relation": {}, "relation_version_is_last": true, "title": ["Customer Relationship Marketing Practices, Customer Satisfaction and Customer Retention Towards Myanma Insurance (Lilly Kyu, 2025)"], "weko_shared_id": -1}