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  1. Yangon University of Economics
  2. Master of Banking and Finance (MBF/EMBF)

Service Qualtiy, Customer Satisfaction and Loyalty of AYA Bank

https://meral.edu.mm/records/8503
https://meral.edu.mm/records/8503
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2160683e-a435-4e39-bf25-347e3eddc553
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Han Han Nwe San, Roll No. 17, MBF(Day) 2nd Batch, 21-10-2022.pdf (431 KB)
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Thesis
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Title
Title Service Qualtiy, Customer Satisfaction and Loyalty of AYA Bank
Language en
Publication date 2022-10-01
Authors
Han Nwe San
Description
This study aims to find out the effect of service quality on customer
satisfaction and customer loyalty at AYA Bank in Yangon. The objectives of this
study are to identify the service quality provided by AYA bank and to analyze the
effect of customer satisfaction on customer loyalty of AYA bank. The descriptive and
quantitative research methods are applied in this study. For the primary data
collection, the sample size for this study are 194 AYA bank customers which is
selected by using simple random sampling method and interviewed with structured
questionnaires. According to multiple regression analysis, tangibility, assurance, and
empathy have positive relationship with customer satisfaction and customer loyalty.
This study highlights that service assurance is the most influential factor, empathy is
second and tangible is third influential factor on customer satisfaction at the AYA
Bank. Therefore, it is suggested that AYA Bank must pay full attention to the service
quality. AYA bank must be mindful of how good service is provided by the bank in
order to make customers satisfied and build long-term relationships with customers.
Thesis/dissertations
Yangon University of Economics
Dr. Chaw Su Aung
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