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EFFECT OF ADOPTION OF BANKING INNOVATIVE PRODUCTS ON THE CUSTOMER ATTRACTION, SATISFACTION AND RETENTION

http://hdl.handle.net/20.500.12678/0000001167
64b415d7-0ff0-4290-8501-360543a8de72
6003e267-0678-4cbc-af43-41a7475f1ca2
None
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Htay Htay Aung Kyaw (EMBF - 18).pdf (630 Kb)
Publication type
Thesis
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Publication
Title
Title EFFECT OF ADOPTION OF BANKING INNOVATIVE PRODUCTS ON THE CUSTOMER ATTRACTION, SATISFACTION AND RETENTION
Language en
Publication date 2019-12
Authors
Htay Aung Kyaw (EMBF - 18)
Description
The objectives of the study are to identify the adoption of innovative products of banking industry in Myanmar and to explore the effect of adoption of banking innovative products on the customer attraction, satisfaction, and retention. Descriptive and quantitative research methods are deployed. The analysis methods used in this study are descriptive analysis, correlation and multiple regression analysis. This study collects the primary data, by distributing the questionnaires to randomly selected 150 respondents among banking services users. This study contributes the factors which can determine customer retention such as innovative banking products, customer satisfaction and customer attraction. The study found out that the adoption of innovative banking products effect on customer satisfaction, attraction and customer retention. The research contributes significantly as an idea of investment in innovative banking products for the commercial banks in Myanmar. Thus, the current banking sector needs to be developed by innovative banking products more than traditional banking services.
Identifier https://ecor.yueco.edu.mm/handle/123456789/506
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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