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

CUSTOMER PERCEIVED VALUE AND CUSTOMER LOYALTY TOWARDS MPT MOBILE SERVICE

http://hdl.handle.net/20.500.12678/0000002854
http://hdl.handle.net/20.500.12678/0000002854
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06c6a4ac-cbf1-468e-b246-df826f70f9be
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Win Win Le Oo (OMBA - 161112).pdf (899 Kb)
Publication type
Thesis
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Publication
Title
Title CUSTOMER PERCEIVED VALUE AND CUSTOMER LOYALTY TOWARDS MPT MOBILE SERVICE
Language en
Publication date 2019-12
Authors
Win Le Oo (OMBA - 161112)
Description
This study analyzes how customer perceived value can affect customer satisfaction which in turn leads to customer loyalty. In this study, both descriptive analysis and inferential analysis are applied and data are collected from sample 400 MPT (Myanmar Post and Telecommunications) mobile service users in Yangon. Among customer perceived values, perceived switching cost has the greatest contribution towards customer satisfaction, and corporate image also has the second most positive impact on customer satisfaction of MPT mobile service users. This study also found that outcome quality is also significant with MPT mobile service customer satisfaction. The results also indicate that customer satisfaction affects determining customer loyalty. Based on the findings, the study recommends that MPT should emphasize improving their voice and data service quality in order to maintain the role as the leading mobile telecom service provider in Myanmar.
Identifier https://ecor.yueco.edu.mm/handle/123456789/953
Journal articles
Yangon University of Economics
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