{"_buckets": {"deposit": "932f8ca7-5430-4f13-88bb-0a5f1eb70475"}, "_deposit": {"created_by": 20, "id": "11953", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11953"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011953", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Integrated Marketing Communications, Customer Satisfaction and Customer Loyalty Towards Royal D Soft Drink (Phyo Min Soe, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study examines the effect of integrated marketing communications (IMC)\nand customer satisfaction on customer loyalty in the context of Royal D Soft Drink in\nMyanmar. In this study, the simple random sampling method is used to select 385\nconsumers through structured questionnaires. Multiple regression analysis was used to\nanalyze the effect of IMC components on customer satisfaction and its effect on\ncustomer loyalty. The results of this study demonstrate that Integrated Marketing\nCommunications (IMC) for Royal D soft drink positively influence customer loyalty.\nAdditionally, the study confirms that customer satisfaction has a strong and\nsignificant effect on enhancing customer loyalty toward Royal D soft drink in\nMyanmar. The findings demonstrate that IMC elements contribute variably to\ncustomer satisfaction, personal selling emerged as the most influential factor,\nfollowed by public relations. Digital marketing channels, including social media and\ndirect marketing showed significant on customer satisfaction. The study identifies\nseveral opportunities for Royal D to strengthen its marketing communications. The\nfindings suggest that Royal D benefits from rebalancing its integrated marketing\ncommunications, placing greater emphasis on building lasting customer loyalty rather\nthan relying heavily on short-term promotional tactics. Recommendations include\ndeveloping more corporate social responsibility initiatives to enhance brand trust,\ninvesting in comprehensive sales team training programs, and implementing more\nsophisticated digital marketing strategies to engage younger consumers."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-15"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Phyo Min Soe, MMM II-28, MMM 3rd Batch.pdf", "filesize": [{"value": "824 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 824000.0, "url": {"url": "https://meral.edu.mm/record/11953/files/Phyo Min Soe, MMM II-28, MMM 3rd Batch.pdf"}, "version_id": "af5b9369-6e54-4692-a889-3895b99dfd9c"}]}, "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": "Phyo Min Soe"}]}]}, "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": "2025-06-01"}, "item_title": "Integrated Marketing Communications, Customer Satisfaction and Customer Loyalty Towards Royal D Soft Drink (Phyo Min Soe, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11953", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-15"}, "publish_date": "2025-10-15", "publish_status": "0", "recid": "11953", "relation": {}, "relation_version_is_last": true, "title": ["Integrated Marketing Communications, Customer Satisfaction and Customer Loyalty Towards Royal D Soft Drink (Phyo Min Soe, 2025)"], "weko_shared_id": -1}