{"created":"2022-12-24T07:44:22.746168+00:00","id":8513,"links":{},"metadata":{"_buckets":{"deposit":"436a05fd-052b-49b1-a4c9-565f7d419985"},"_deposit":{"created_by":20,"id":"8513","owner":"20","owners":[20],"owners_ext":{"displayname":"","email":"minmoe37aung@gmail.com","username":""},"pid":{"revision_id":0,"type":"depid","value":"8513"},"status":"published"},"_oai":{"id":"oai:meral.edu.mm:recid/00008513","sets":["1582963436320","1582963436320:1582965701379"]},"author_link":[],"control_number":"8513","item_1583103067471":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_1551255647225":"7CS Marketing Mix, Customer Satisfaction and Customer Engagement in Myanmar Citizens Bank ( Phway Nu Aye, 2022)","subitem_1551255648112":"en"}]},"item_1583103085720":{"attribute_name":"Description","attribute_value_mlt":[{"interim":"The main objectives of the study are to identify the 7Cs marketing mix practices,\nto identify the 7Cs marketing mix practices on customer engagement and to explore the\nmediating effect of customer satisfaction on the relationship between 7Cs marketing mix\npractices and customer engagement in Myanmar Citizen Bank. Additionally, the study\nexplored the effect of marketing mix practices on customer engagement as well. Both\nprimary and secondary data were used in this method of descriptive analytical based\napproach study. Personal interview with structured questionnaires was operated to gather\nprimary data and only 145 customers out of 15,000 were selected across MCB head office\nand branches in Yangon to collect data by using simple random sampling method.\nMultiple linear regression analysis and mediation analysis were used to perform the study\nefficiently. The remaining secondary data were obtained through reports of MCB Bank,\ntextbook as well as research papers across library and Internet websites. By using those\nresearch methods, among seven customer marketing mix variables, convenience and cost\nvariables are statistically significant on customer satisfaction. Concerning the effect of\n7Cs marketing mix on customer engagement, out of seven customer marketing mix\nvariables, caring, cost and completion variables are statistically significant on customer\nengagement. The finding indicates that the customer satisfaction has a partial mediating\neffect on the relationship between the consumer marketing mix 7Cs and customer\nengagement when the mediating effect of customer satisfaction is analyzed and it is\ndiscovered that there is a significant mediating effect of customer satisfaction on\ncustomer engagement. This study could be supportive for the management and\npractitioners of MCB Bank to have more awareness on their marketing mix strategies\nsince the marketing mix factors have a direct positive effect on the customer satisfaction.\nIt also recommends MCB Bank to take the advantage of the digital technology in their\nmarketing strategies to attract the customers in providing banking services as well as to\nkeep them to have more engagement with the bank."}]},"item_1583103120197":{"attribute_name":"Files","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2022-12-24"}],"displaytype":"preview","filename":"Phway Nu Aye, Roll No. 58, MBF(Day)2nd Batch,,26-10-22.pdf","filesize":[{"value":"1 MB"}],"format":"application/pdf","licensetype":"license_0","mimetype":"application/pdf","url":{"url":"https://meral.edu.mm/record/8513/files/Phway Nu Aye, Roll No. 58, MBF(Day)2nd Batch,,26-10-22.pdf"},"version_id":"ddc2f502-7b54-4be9-9fc5-8c5aef00966a"}]},"item_1583103233624":{"attribute_name":"Thesis/dissertations","attribute_value_mlt":[{"subitem_awarding_university":"Yangon University of Economics","subitem_supervisor(s)":[{"subitem_supervisor":"Dr. Daw Tin Tin Htwe"}]}]},"item_1583105942107":{"attribute_name":"Authors","attribute_value_mlt":[{"subitem_authors":[{"subitem_authors_fullname":"Phway Nu Aye"}]}]},"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":"2022-10-01"},"item_title":"7CS Marketing Mix, Customer Satisfaction and Customer Engagement in Myanmar Citizens Bank ( Phway Nu Aye, 2022)","item_type_id":"21","owner":"20","path":["1582963436320","1582965701379"],"publish_date":"2022-12-24","publish_status":"0","recid":"8513","relation_version_is_last":true,"title":["7CS Marketing Mix, Customer Satisfaction and Customer Engagement in Myanmar Citizens Bank ( Phway Nu Aye, 2022)"],"weko_creator_id":"20","weko_shared_id":-1},"updated":"2024-09-04T06:29:31.759025+00:00"}