{"_buckets": {"deposit": "58f0adbe-0276-4380-b551-b9da6834952a"}, "_deposit": {"created_by": 20, "id": "11055", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11055"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011055", "sets": ["1698989841255", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Relationship Marketing Practices, Customer Satisfaction and Customer Retention in \u0027A\u0027 General Insurance Co.,Ltd ( So Pyay Aung Win, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study investigates the factors influencing relationship marketing practices—\n trust-building, communication, responsiveness, and personalized service and their effect \non customer satisfaction.\tCustomer satisfaction strongly contributed to customer retention, \nas satisfied customers are more likely to remain loyal to the company. Additionally, the \nstudy aims to identify the most significant factors among these relationship marketing \npractices that contribute to customer satisfaction. By using a quantitative research \napproach, the data were collected from 263 policyholders, selected through a simple \nrandom sampling method from a total of 830 policyholders of A General Insurance Co., \nLtd. A structured questionnaire was used to gather the data. The findings indicated that \ntrust-building, communication, responsiveness, and personalized service all have a \nsignificant and positive effect on customer satisfaction. Among these factors, personalized \nservice emerged as the mostly influential. Furthermore, customer satisfaction was found \nto have a strong positive effect on customer retention. The results suggests that the \neffective implementation of relationship marketing practices, particularly personalized \nservice, can enhance customer satisfaction. That customer satisfaction, in turn, fosters \nlong-term retention in the insurance industry."}]}, "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": "Soe Pyay Aung Win, MI-45 (21.5.2025).pdf", "filesize": [{"value": "1.3 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1300000.0, "url": {"url": "https://meral.edu.mm/record/11055/files/Soe Pyay Aung Win, MI-45 (21.5.2025).pdf"}, "version_id": "5b849fc1-f1ba-4280-8253-8e6039eaf43d"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof  Dr. Aye Thanda Soe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "So Pyay Aung Win"}]}]}, "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": "Relationship Marketing Practices, Customer Satisfaction and Customer Retention in \u0027A\u0027 General Insurance Co.,Ltd ( So Pyay Aung Win, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989841255"], "permalink_uri": "https://meral.edu.mm/records/11055", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-05-22"}, "publish_date": "2025-05-22", "publish_status": "0", "recid": "11055", "relation": {}, "relation_version_is_last": true, "title": ["Relationship Marketing Practices, Customer Satisfaction and Customer Retention in \u0027A\u0027 General Insurance Co.,Ltd ( So Pyay Aung Win, 2025)"], "weko_shared_id": -1}