{"_buckets": {"deposit": "98ac53e9-428a-42b9-8cef-58913bdbbfd7"}, "_deposit": {"created_by": 20, "id": "9200", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9200"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009200", "sets": ["1582963436320"]}, "author_link": [], "control_number": "9200", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Marketing Mix on Customer Satisfaction and Retention to Use of Mitsubishi Electric Air Conditioner (Phyo Wai Aung, 2023)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This thesis aims to investigate the effect of marketing mix on customer satisfaction and\nretention to use of Mitsubishi Electric air conditioner. The objectives of the study are to\nexamine the effect of marketing mix on customer satisfaction, to analyze the effect of customer\nsatisfaction on retention to use and to analyze the moderating effect of after-sales service on\nthe relationship between customer satisfaction and retention to use of Mitsubishi electric air\nconditioners. As per Raosoft calculator, minimum sample size is 132 out of 210 B2B customers\nused in this study as respondents. In this study, 135 samples are selected to collect the data\nusing simple random sampling. This study uses both primary and secondary data. Primary data\nis collected through a structured questionnaire with a five-point Likert scale distributed to 135\nB2B customers. Secondary data are collected from company reports, relevant textbooks, and\nsome previous papers. In this study, the collected data are analyzed by descriptive and multiple\nregression analysis methods. Based on the research, process, people, physical evidence and\npromotion have positively significant effect on customer satisfaction. Moreover, customer\nsatisfaction has a positively significant effect on customer retention of Mitsubishi Electric air\nconditioners. The findings also point out that after-sales service has fully effect on the\nrelationship between customer satisfaction and retention to use. As per the research analysis,\nMitsubishi Air Conditioners are perceived as high-quality products. To maintain and improve\nthis perception, Mitsubishi should continue to prioritize product quality in its manufacturing\nprocesses, ensuring consistent excellence."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-12-01"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Phyo Wai Aung, OMBA-200209.pdf", "filesize": [{"value": "656 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 656000.0, "url": {"url": "https://meral.edu.mm/record/9200/files/Phyo Wai Aung, OMBA-200209.pdf"}, "version_id": "213fc166-2329-4bde-ba0e-611b8a8faf38"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Hla Hla Mon"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Phyo Wai Aung"}]}]}, "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": "2023-10-01"}, "item_title": "The Effect of Marketing Mix on Customer Satisfaction and Retention to Use of Mitsubishi Electric Air Conditioner (Phyo Wai Aung, 2023)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965660463"], "permalink_uri": "https://meral.edu.mm/records/9200", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-12-01"}, "publish_date": "2023-12-01", "publish_status": "0", "recid": "9200", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Marketing Mix on Customer Satisfaction and Retention to Use of Mitsubishi Electric Air Conditioner (Phyo Wai Aung, 2023)"], "weko_shared_id": -1}