{"_buckets": {"deposit": "cff27991-4fae-4dbf-b2df-428cb2ada169"}, "_deposit": {"created_by": 20, "id": "8213", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8213"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008213", "sets": []}, "author_link": [], "control_number": "8213", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Marketing Mix, Perceived Quality and Loyalty of Skynet Viewers(Kyaw Moe Hein, 2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study is conducted with two main objectives: to examine the effect of \nmarketing mix practices on perceived quality, and the effect of perceived quality on the \nloyalty of viewers towards the Skynet Pay-TV channel. The primary data are collected from \n436 Skynet viewers. A simple random sampling method is applied. An online survey is \nconducted by sending structured questionnaires to selected viewers. Descriptive analysis \nand multiple linear regression analysis are conducted for data analysis. From descriptive \nanalysis, most of the respondent Skynet viewers strongly agreed that Skynet has been \nconducting good marketing practices in its product and services, pricing, distribution, and \npromotion. They also positively believed that they are receiving good qualities concerning \nthe functions and technical performance of Skynet. Thus, their loyalty is strong to Skynet. \nRegression analysis also proved that the price and promotion of Skynet have a high impact \non buyer perception towards both functional and technical qualities of Skynet. These \nqualities are influencing their loyalty to the Skynet Pay-TV channel. Thus, the Skynet top \nmanagement needs to emphasize their pricing strategies not only to attract new buyers but \nalso to retain the existing customers. They also should upgrade their promotion strategies \nto transfer some viewers (who are watching Skynet without purchase on their own) into \nowner-viewers. Skynet also must retain existing qualities by function and technical service \nfor keeping the current loyalty of buyers because the analysis shows that there is a positive \nrelationship between these qualities and the loyalty of Skynet customers."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-10"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Kyaw Moe Hein,EMBAII-9, 17th. Bt..pdf", "filesize": [{"value": "853 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 853000.0, "url": {"url": "https://meral.edu.mm/record/8213/files/Kyaw Moe Hein,EMBAII-9, 17th. Bt..pdf"}, "version_id": "1b27df81-042a-4c9a-86b9-d4accdd7f7a4"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Myint Myint Kyi"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Kyaw Moe Hein"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-03-01"}, "item_title": "Marketing Mix, Perceived Quality and Loyalty of Skynet Viewers(Kyaw Moe Hein, 2022)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8213", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-10"}, "publish_date": "2022-07-10", "publish_status": "0", "recid": "8213", "relation": {}, "relation_version_is_last": true, "title": ["Marketing Mix, Perceived Quality and Loyalty of Skynet Viewers(Kyaw Moe Hein, 2022)"], "weko_shared_id": -1}