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Item

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  1. Yangon University of Economics
  1. Yangon University of Economics
  2. Master of Banking and Finance (MBF/EMBF)

CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER LOYALTY IN MYANMAR ORIENTAL BANK ( Han Wai Aung, 2019)

http://hdl.handle.net/20.500.12678/0000001724
http://hdl.handle.net/20.500.12678/0000001724
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8a5ee76b-de29-4916-b993-e789a196bd39
None
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Han Han Wai Aung (MBF - 14).pdf (1254 Kb)
Publication type
Thesis
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Title
Title CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER LOYALTY IN MYANMAR ORIENTAL BANK ( Han Wai Aung, 2019)
Language en
Publication date 2019-12-01
Authors
Han Wai Aung (MBF - 14)
Description
This study is about customer relationship marketing and customer loyalty in
Myanmar Oriental Bank. There are two main objectives: to identify the customer
relationship marketing activities conducted by Myanmar Oriental Bank (MOB Bank),
and to analyze the association between customer relationship marketing and customer
loyalty in MOB Bank. Primary information was collected properly by using structured
questionnaires from surveying 150 MOB Bank’s customers at its headquarter,
Shwebonthar and Lanmadaw branches in Yangon. Descriptive research method was
used in the study. Relationship Marketing Theory was used to construct the conceptual
framework. Key dimensions of relationship marketing such as trust, empathy,
communication and commitment are analyzed whether variables are correlated with the
bank’s customer loyalty. The study found that all dimensions of customer relationship
marketing are associated with customer loyalty of MOB Bank. Commitment has the
strongest association with customer loyalty and empathy has the least association with
customer loyalty. Customers believe on how MOB Bank is reliable on taking a good
care on customer complaints and expect MOB Bank more to have some flexibility on
its constricted internal policy and procedures. MOB Bank should develop more
innovative products and value-added services with the assistance of trending
technology to suit in today’s customer lifestyles. Therefore, MOB Bank should put
more effort to deliver superior customer experiences with genuine empathy through
trainings of interpersonal communication, and establishing digital banking.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Prof. Dr. Aye Thu Htun
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