{"_buckets": {"deposit": "ba3a6e4f-9c30-4d18-8900-fd4056d6f977"}, "_deposit": {"created_by": 21, "id": "11928", "owner": "21", "owners": [21], "owners_ext": {"displayname": "IG", "username": null}, "pid": {"revision_id": 0, "type": "depid", "value": "11928"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011928"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Effect of Customer Relationship Management Practices on Customer Satisfaction and Customer Loyalty towards Myanma Tourism Bank (Zar Ni Win, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to examine the influence of customer relationship management practices on customer satisfaction and to investigate the mediating role of corporate image in the connection between customer satisfaction and customer loyalty to Myanma Tourism Bank. The sample size is determined using the Yamane sampling formula. A total of 397 customers are chosen from a group of 60,251 customers using the simple random sampling technique. The method of online surveys is utilized to gather primary data. Secondary data is collected from MTB, earlier research studies, websites, and textbooks. For data analysis, descriptive statistics and regression analysis are utilized. The regression analysis shows that reciprocity, responsiveness, and reliability positively and significantly influence customer satisfaction. It is also discovered that corporate image acts as a mediator in the connection between customer satisfaction and customer loyalty. To enhance customer satisfaction and loyalty according to the results, MTB ought to ensure consistent service by efficiently leveraging its customer relationship management system. It must also guarantee that every customer interaction is documented and refreshed in the customer relationship management system to deliver consistent service throughout all divisions."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-09"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Zar Ni Win, EMBAII-89, 20th Batch (Online).pdf", "filesize": [{"value": "1.5 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1500000.0, "url": {"url": "https://meral.edu.mm/record/11928/files/Zar Ni Win, EMBAII-89, 20th Batch (Online).pdf"}, "version_id": "eb35870d-6e1a-45d6-9e7f-63ea858048c6"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Myint Myint May"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Zar Ni 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": "2025-10-09"}, "item_title": "Effect of Customer Relationship Management Practices on Customer Satisfaction and Customer Loyalty towards Myanma Tourism Bank (Zar Ni Win, 2025)", "item_type_id": "21", "owner": "21", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/11928", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-09"}, "publish_date": "2025-10-09", "publish_status": "0", "recid": "11928", "relation": {}, "relation_version_is_last": true, "title": ["Effect of Customer Relationship Management Practices on Customer Satisfaction and Customer Loyalty towards Myanma Tourism Bank (Zar Ni Win, 2025)"], "weko_shared_id": -1}