{"_buckets": {"deposit": "613da8fb-047a-4acf-b165-c92a3f89ba3a"}, "_deposit": {"created_by": 20, "id": "9130", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9130"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009130", "sets": ["1582963436320", "1698989833663"]}, "author_link": [], "control_number": "9130", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Marketing Mix, Customer Satisfaction and Customer Loyalty of Shwe See Sein Pharmacy (Ei Phyu Zin, 2023)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The objectives of the study are to examine the effect of marketing mix activities\non customer satisfaction and to analyze the effect of customer satisfaction on customer\nloyalty at Shwe See Sein Pharmacy. In this study, marketing mix activities include five\nelements that are product, place, price, promotion and people. The descriptive and\nquantitative research method are applied to achieve these objectives. Primary and\nsecondary data are employed in this study. Target population of the study is the\ncustomers who buy the products from Shwe See Sein Pharmacy. Sample size of the\nstudy is (386) customers randomly selected in this study. Structured questionnaires with\nFive-point Likert scale is used to get the primary data. Regression analysis proved that\nall marketing mix activities, except promotion have positive and significant effect on\ncustomer satisfaction. The study found that place has the highest significant effect on\ncustomer satisfaction followed by product, people, and price. Moreover, linear\nregression analysis revealed that there is a direct and significant effect of customer\nsatisfaction on customer loyalty towards Shwe See Sein Pharmacy. The study reveals\nthat customer satisfaction leads to customer loyalty towards the pharmacy. Since place\nhas the largest significant effect on customer satisfaction in the Shwe See Sein\nPharmacy, the owner of the pharmacy should develop the convenient places for parking\nand security of the customers’ motor cycles and bicycles. Moreover, the pharmacy\nshould develop effective and efficient delivery system for its customers to be more\nconvenient."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-11-06"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Ei Phyu Zin, MMM-016, 1st Batch.pdf", "filesize": [{"value": "609 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 609000.0, "url": {"url": "https://meral.edu.mm/record/9130/files/Ei Phyu Zin, MMM-016, 1st Batch.pdf"}, "version_id": "d080bac2-94ac-4152-a7d1-ed115f7f4fa2"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Aye Thu Htun"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Ei Phyu Zin"}]}]}, "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": "2023-08-01"}, "item_title": "Marketing Mix, Customer Satisfaction and Customer Loyalty of Shwe See Sein Pharmacy (Ei Phyu Zin, 2023)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/9130", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-11-06"}, "publish_date": "2023-11-06", "publish_status": "0", "recid": "9130", "relation": {}, "relation_version_is_last": true, "title": ["Marketing Mix, Customer Satisfaction and Customer Loyalty of Shwe See Sein Pharmacy (Ei Phyu Zin, 2023)"], "weko_shared_id": -1}