MERAL Myanmar Education Research and Learning Portal
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Service Quality,Customer Satisfaction and Customer Loyalty Towards International Trade Services of Myanmar Citizens Bank Ltd. (Thein Soe Myint, 2023)
https://meral.edu.mm/records/8883
https://meral.edu.mm/records/8883dab3a1c9-2529-44e5-a619-b186dfa40b2b
bba02983-3ec2-4642-b77b-218fee544825
Name / File | License | Actions |
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Thein Soe Myint, EMBF-59, 7th Batch.pdf (476 KB)
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Thesis | ||||||
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Title | ||||||
Title | Service Quality,Customer Satisfaction and Customer Loyalty Towards International Trade Services of Myanmar Citizens Bank Ltd. (Thein Soe Myint, 2023) | |||||
Language | en | |||||
Publication date | 2023-02-01 | |||||
Authors | ||||||
Thein Soe Myint | ||||||
Description | ||||||
The aims of the study are to analyze the effect of service quality on customer satisfaction and to examine the effect of customer satisfaction on customer loyalty towards international trade services provided by Myanmar Citizens Bank Ltd. (MCB). Qualitative research method and descriptive statistics are used to achieved these aims. Both primary and secondary data are utilized to conduct this study. Multiple regression analysis is used in this study. As a sample size,150 corporate customers who used international trade services and made transactions at MCB Head Office are selected by using simple random sampling method. The secondary data are collected from various sources such as previous research papers, journals and related text books. Concerning the service quality variables, the study showed that reliability, responsiveness and product differentiation had positive and significant effect on customers satisfaction towards international trade services of MCB Bank. When the effect of customer satisfaction on customer loyalty was analyzed, it was found that there was a positive and significant effect of customer satisfaction on customer loyalty towards international trade services provided by MCB Bank. Therefore, higher level of reliability, responsiveness and differentiation positively affected on corporate customer satisfaction and consequently led to corporate customer loyalty towards international trade services provided by MCB. MCB Bank should focus on service quality provided by its employees concerning the aspects of assurance and tangibility and providing customers secure feeling when they make international transaction. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Aye Thu Htun |