{"_buckets": {"deposit": "13fc5870-1ed5-4581-90dc-94d65d3d1e83"}, "_deposit": {"id": "1501", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1501"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1501", "sets": ["user-yueco"]}, "communities": ["yueco"], "control_number": "1501", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Effect of Relationship Marketing Practices on Customer Satisfaction and Customer Retention in UAB Premier Banking", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This paper focused on the effect of premier banking services on customer retention in UAB Bank. The objectives of this study are to identify the relationship marketing practices of UAB Premier Banking and to examine the effect of relationship marketing practices on customer retention in UAB Premier Banking. Both of primary and secondary data were used in this study. Primary data were collected by using the structured questionnaire. The sample size is 75% of premier customers of UAB Bank. Sample size is selected by using random sampling method. Secondary data are obtained from the UAB Bank Website, text book, lecture notes and internet websites. Relationship marketing practices are measured by four dimensions which are customer trust, mutual commitment, customer communication and conflict handling. Descriptive statistics method and regression method are used in this study. The study found that the practices of commitment and conflict handling are positively related with customer retention while the trust and communication are not significant. It indicates that UAB need to try to increase their commitment level on customers and to avoid potential conflict more in future. According to overall findings, the bank needs to emphasize their product development and also need to consider flexible service charges and interest rate to their premier customers carefully. The bank should inform customers about the events of bank in time as most of premier customers are willing to attend events in order to extend their network and should try to avoid potential conflict more. Moreover, UAB should treat their customers to feel as a special customer of UAB. Furthermore, UAB should emphasize relationship marketing practices to get customer satisfaction in order to increase customer retention and it makes customers to refer to their friends and partners to choose UAB."}]}, "item_1583103108160": {"attribute_name": "Keywords"}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2020-05-05"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Thiri Myat Phyu Phyu (MBF - 74).pdf", "filesize": [{"value": "319 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_free", "mimetype": "application/pdf", "size": 319000.0, "url": {"url": "https://meral.edu.mm/record/1501/files/Thiri Myat Phyu Phyu (MBF - 74).pdf"}, "version_id": "c947fd8a-4a37-4dcc-84f9-287dadf54295"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "item_1583103147082": {"attribute_name": "Conference papaers", "attribute_value_mlt": [{}]}, "item_1583103211336": {"attribute_name": "Books/reports/chapters", "attribute_value_mlt": [{}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_supervisor(s)": []}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thiri Myat Phyu Phyu (MBF - 74)"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2019-11"}, "item_1583159847033": {"attribute_name": "Identifier", "attribute_value": "https://ecor.yueco.edu.mm/handle/123456789/426"}, "item_title": "Effect of Relationship Marketing Practices on Customer Satisfaction and Customer Retention in UAB Premier Banking", "item_type_id": "21", "owner": "1", "path": ["1582965701379"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001501", "pubdate": {"attribute_name": "Deposited date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1501", "relation": {}, "relation_version_is_last": true, "title": ["Effect of Relationship Marketing Practices on Customer Satisfaction and Customer Retention in UAB Premier Banking"], "weko_shared_id": -1}