MERAL Myanmar Education Research and Learning Portal
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CONSUMER BRAND TRUST AND LOYALTY ON RIDE HAILING APPLICATION IN YANGON
http://hdl.handle.net/20.500.12678/0000002767
http://hdl.handle.net/20.500.12678/0000002767d32924ab-8581-44b8-bf52-2f7617c17928
93f57f99-51c6-4f3f-8185-9f39fdc2f756
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Myo Min Oo (EMBA - 39).pdf (575 Kb)
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Title | ||||||
Title | CONSUMER BRAND TRUST AND LOYALTY ON RIDE HAILING APPLICATION IN YANGON | |||||
Language | en | |||||
Publication date | 2019-12 | |||||
Authors | ||||||
Myo Min Oo (EMBA - 39) | ||||||
Description | ||||||
This study aims to examine the factor influencing brand trust on Taxi Ride Hailing Application and to analyze the effect of brand trust on brand loyalty of Ride Hailing Application in Yangon. The data are collected from 135 respondents with structured questionnaires from the taxi riders who use three main brands of ride hailing applications in Yangon. The study found that all the factors: marketing factors, attitude of mobile application and consumer factors have significant effect on brand trust. In additionally all the factors from brand trust have positive effect on brand loyalty. The result of the study give insights to the behavior of the taxi riders, simplicity, user-friendly, influential people and special offer of the product are essential to build up the consumer trust and loyalty upon mobile application. |
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Identifier | https://ecor.yueco.edu.mm/handle/123456789/896 | |||||
Journal articles | ||||||
Yangon University of Economics | ||||||
Conference papaers | ||||||
Books/reports/chapters | ||||||
Thesis/dissertations |