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

The Effect of Servicescape and Hospitality on Customer Loyalty at AYA Bank, Nay Pyi Taw

https://meral.edu.mm/records/8797
https://meral.edu.mm/records/8797
e4618dbe-cb47-4796-b54a-3df2de2b8a82
086c92a1-be92-466f-b05f-ab315297671f
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Zayar Zayar Soe, EMBAII-37 18TH BATCH NPT(13-1-2023).pdf (593 KB)
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Title
Title The Effect of Servicescape and Hospitality on Customer Loyalty at AYA Bank, Nay Pyi Taw
Language en
Publication date 2022-12-01
Authors
Zayar Soe
Description
This study aims to examine the effect of servicescape on customer satisfaction, to
examine the effect of hospitality on customer satisfaction and to analyze the effect of
customer satisfaction on customer loyalty of AYA Bank in Nay Pyi Taw. To achieve these
objectives, both primary and secondary data were used. In this study, two-stage sampling
method was used to select the respondents for primary data. At first stage, two out of five
AYA Bank branches in Nay Pyi Taw were selected as sample. At second stage, the sample
size was 218 customers by using Roasoft’s formula and the respondents were selected by
using simple random sampling method. They were asked a structured questionnaire. 145
out of 218 customers responded the complete answers to analyze the primary data.
Secondary data were collected from previous papers, thesis, texts and websites. For data
analysis, descriptive method and multiple linear regression method were applied.
According to descriptive analysis, the respondents agreed with ambient condition,
space/function, signs, symbols and artifacts and cleanliness provided by AYA Bank. They
also agreed with personalization, warm welcome, special relationship, sincerity and
comfort given by the AYA bank. According to regression analysis, servicescape such as
ambient condition, space/function, signs, symbols and artifacts had significant and positive
effect on customer satisfaction. In addition, it was found that the more customer is satisfied,
the higher customer loyalty exists. Based on the results, the study recommended that AYA
Bank should focus on and enhance servicescape such as ambient condition, space/function,
signs, symbols and artifacts. Moreover, the bank hospitality except personalization had
significant and positive effect on customer satisfaction. Customer satisfaction would lead
to build up customer loyalty toward AYA Bank.
Thesis/dissertations
Yangon University of Economics
Dr. Thin Nwe Oo
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