{"_buckets": {"deposit": "a473e834-de7c-4ead-8aee-4433f47c6329"}, "_deposit": {"created_by": 21, "id": "11900", "owner": "21", "owners": [21], "owners_ext": {"displayname": "IG", "username": null}, "pid": {"revision_id": 0, "type": "depid", "value": "11900"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011900"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Effect of Digital Banking Services on Customer Experience and Financial Performance of AYA Bank (Soe Thura Nyein, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of this study are to analyze the effect of digital banking services on the customer experience, to analyze the mediating effect of customer satisfaction on the relationship between customer experience and customer loyalty, to analyze the mediating effect of customer satisfaction on the relationship between customer experience and the financial performance and to analyze the mediating effect of customer loyalty on the relationship between customer experience and financial performance of AYA Bank. There are 20,000 customers who are registering AYA Bank mobile banking in 2025. The sample size is 377 by using Rasoft sample size calculator. 377 respondents are selected using simple random sampling. A structured questionnaire using a 5-point Likert scale is employed to collect primary data from customers of AYA Bank by using online survey method. Secondary data are gathered from annual reports, internal digital banking usage statistics, and previous academic research. Descriptive analysis and regression analysis are applied to examine the relationships among variables. The study shows that, among the digital banking service qualities, perceived value, brand trust, employee-customer engagement, and digital banking innovation significantly contribute to the improvement of customer experience. Customer satisfaction has mediating effect on the relationship between customer experience and customer loyalty. There is mediating effect of customer satisfaction on the relationship between customer experience and the financial performance. Customer loyalty has mediating effect on the relationship between customer experience and financial performance of AYA Bank. The results suggest that AYA Bank should continually invest in innovative, user-centered digital platforms that provide seamless experiences, as these are key drivers for long-term profitability in Myanmar’s competitive banking sector."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-08"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Soe Thura Nyein, EMBAII-57, 20th Batch (Online).pdf", "filesize": [{"value": "1.8 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1800000.0, "url": {"url": "https://meral.edu.mm/record/11900/files/Soe Thura Nyein, EMBAII-57, 20th Batch (Online).pdf"}, "version_id": "a452b07d-c847-439b-bf95-97ea034b83e5"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Than Thu Zar"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Soe Thura Nyein"}]}]}, "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": "2025-05-01"}, "item_title": "Effect of Digital Banking Services on Customer Experience and Financial Performance of AYA Bank (Soe Thura Nyein, 2025)", "item_type_id": "21", "owner": "21", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/11900", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-08"}, "publish_date": "2025-10-08", "publish_status": "0", "recid": "11900", "relation": {}, "relation_version_is_last": true, "title": ["Effect of Digital Banking Services on Customer Experience and Financial Performance of AYA Bank (Soe Thura Nyein, 2025)"], "weko_shared_id": -1}