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

Service Quality,Customer Satisfaction and Customer Loyality Towards Shwe Bank (Wint Wah Pa Pa Phyo, 2023)

https://meral.edu.mm/records/8875
https://meral.edu.mm/records/8875
968d7e89-842c-4705-86c4-fac3d96c0b4e
4d4f3a23-4b76-482c-9c11-717a30beef54
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Wint Wint Wah Pa Pa Phyo, MBF-72, 3rd Batch.pdf (699 KB)
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Thesis
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Title
Title Service Quality,Customer Satisfaction and Customer Loyality Towards Shwe Bank (Wint Wah Pa Pa Phyo, 2023)
Language en
Publication date 2023-02-01
Authors
Wint Wah Pa Pa Phyo
Description
This study examined the relationship between the quality of the service provided
and the degree to which a client's needs were met, as well as the impact that this
relationship had on the client's continued business with SHWE Bank. For the primary
data, a sample size of 152 respondents who are using savings accounts from the
Yarzadiyit Branch of SHWE Bank were selected by using a simple random sampling
method with a structured questionnaire. The questionnaire was prepared by the question
with a Five-point Likert scale to measure the customer satisfaction, service quality, and
customer loyalty. In this particular research endeavor, the quality of the service is
evaluated based on eight different dimensions: reliability, assurance, tangibility,
empathy, responsiveness, security, access, and reputation. According to the findings of
a multiple regression analysis, among these factors, responsiveness, empathy, and
assurance have the greatest significant impact on the level of customer satisfaction as
well as the level of customer loyalty. According to the findings of the survey,
responsiveness is the most influential component, empathy is the second most
influential factor, and assurance is the third most influential aspect when it comes to
customer satisfaction at SHWE Bank. According to this, it will lead to a high impact
on customer loyalty with a favorable influence that is predicted by customer
satisfaction. This will lead to a high impact on customer loyalty. As a result, the goal
of this study was to propose that SHWE Bank should take steps to ensure that it has a
strategic plan to improve service quality and to increase its competitiveness in the
market by successfully retaining clients who are both satisfied and loyal to the bank.
Thesis/dissertations
Yangon University of Economics
Dr. Aye Thu Htun
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