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Item

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7CS Marketing Mix, Customer Satisfaction and Customer Engagement in Myanmar Citizens Bank ( Phway Nu Aye, 2022)

https://meral.edu.mm/records/8513
4694b1e2-7a96-4486-bfef-061e1123c689
436a05fd-052b-49b1-a4c9-565f7d419985
None
Name / File License Actions
Phway Phway Nu Aye, Roll No. 58, MBF(Day)2nd Batch,,26-10-22.pdf (1 MB)
Publication type
Thesis
Upload type
Other
Title
Title 7CS Marketing Mix, Customer Satisfaction and Customer Engagement in Myanmar Citizens Bank ( Phway Nu Aye, 2022)
Language en
Publication date 2022-10-01
Authors
Phway Nu Aye
Description
The main objectives of the study are to identify the 7Cs marketing mix practices,
to identify the 7Cs marketing mix practices on customer engagement and to explore the
mediating effect of customer satisfaction on the relationship between 7Cs marketing mix
practices and customer engagement in Myanmar Citizen Bank. Additionally, the study
explored the effect of marketing mix practices on customer engagement as well. Both
primary and secondary data were used in this method of descriptive analytical based
approach study. Personal interview with structured questionnaires was operated to gather
primary data and only 145 customers out of 15,000 were selected across MCB head office
and branches in Yangon to collect data by using simple random sampling method.
Multiple linear regression analysis and mediation analysis were used to perform the study
efficiently. The remaining secondary data were obtained through reports of MCB Bank,
textbook as well as research papers across library and Internet websites. By using those
research methods, among seven customer marketing mix variables, convenience and cost
variables are statistically significant on customer satisfaction. Concerning the effect of
7Cs marketing mix on customer engagement, out of seven customer marketing mix
variables, caring, cost and completion variables are statistically significant on customer
engagement. The finding indicates that the customer satisfaction has a partial mediating
effect on the relationship between the consumer marketing mix 7Cs and customer
engagement when the mediating effect of customer satisfaction is analyzed and it is
discovered that there is a significant mediating effect of customer satisfaction on
customer engagement. This study could be supportive for the management and
practitioners of MCB Bank to have more awareness on their marketing mix strategies
since the marketing mix factors have a direct positive effect on the customer satisfaction.
It also recommends MCB Bank to take the advantage of the digital technology in their
marketing strategies to attract the customers in providing banking services as well as to
keep them to have more engagement with the bank.
Thesis/dissertations
Yangon University of Economics
Dr. Daw Tin Tin Htwe
0
0
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