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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

CONSUMER BRAND TRUST AND LOYALTY ON RIDE HAILING APPLICATION IN YANGON

http://hdl.handle.net/20.500.12678/0000002767
http://hdl.handle.net/20.500.12678/0000002767
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93f57f99-51c6-4f3f-8185-9f39fdc2f756
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Myo Myo Min Oo (EMBA - 39).pdf (575 Kb)
Publication type
Thesis
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Publication
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.
Identifier https://ecor.yueco.edu.mm/handle/123456789/896
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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