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

CUSTOMER SATISFACTION AND LOYALTY ON MOBILE BANKING SERVICE OF MYANMA APEX BANK

http://hdl.handle.net/20.500.12678/0000002838
http://hdl.handle.net/20.500.12678/0000002838
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0069c153-a235-4b4b-bfb5-c3f55b5e254c
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Su Su Su Zin (MBA - 92).pdf (1354 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title CUSTOMER SATISFACTION AND LOYALTY ON MOBILE BANKING SERVICE OF MYANMA APEX BANK
Language en
Publication date 2019-12
Authors
Su Su Zin (MBA - 92)
Description
This study intends to analyze the customer satisfaction and customer loyalty on Mobile Banking Service of Myanma Apex Bank. The main objectives of the study are: to examine the customer perception on Myanmar Apex Bank’s mobile banking service, to analyze the effects of customer perception on customer satisfaction and to examine the relationship between customer satisfaction and their loyalty on mobile banking service of Myanmar Apex Bank. To achieve these objectives, the primary data for this study are collected from the responsible persons of MAB and also from 382 respondents who use MAB’s mobile banking service by using the structured questionnaires with Five-Point Likert scale. The secondary data are collected through journals, relevant textbooks, other online sources, the records and interviews with the authorized persons in MAB’s mobile banking service. The results reveal that customers have highest positive perception on usefulness of mobile banking service. Respondents have highest satisfaction on ease of use. Tangibility, reliability, assurance, empathy, usefulness and ease of use have significant positive effect on customer satisfaction. Moreover, customer satisfaction has significant positive effect on customer loyalty.
Identifier https://ecor.yueco.edu.mm/handle/123456789/928
Journal articles
Yangon University of Economics
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