MERAL Myanmar Education Research and Learning Portal
Item
{"_buckets": {"deposit": "9cd1f4fd-7959-4204-a991-8087d6499416"}, "_deposit": {"created_by": 20, "id": "9565", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9565"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009565"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION AND LOYALTY IN MYANMAR CITIZENS BANK LIMITED(Ei Thinza Kyaw, 2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The study aims to examine the practices of Customer Relationship Management\n(CRM) and to analyze the effect of CRM practices on customer satisfaction and customer\nloyalty in Myanmar Citizens Bank. In this study, both primary and secondary data are\nused. The descriptive and analytical research method is mainly used. Primary data are\ncollected by interviewing 125 customers of Myanmar Citizens Bank in Yangon by using\nthe structured questionnaire. To analyze the data, the descriptive statistics and regression\nanalysis are applied. The study found that among CRM practices, conflict handling,\ncompetence, and trust-building are significantly and positively effects on customer\nsatisfaction. Concerning customer loyalty, conflict handling, commitment, competence,\nand trust-building are significantly and positively effects on customer loyalty. On the\nother hand, communication has negatively and significantly effect on customer loyalty.\nMoreover, customer satisfaction is significantly and positively effect on customer loyalty.\nAccording to the results, MCB bank should more focus on conflict handling, competence,\nand trust-building to get better customer satisfaction and customer loyalty. Furthermore,\nMCB bank should try to modify the communication strategy to retain customer loyalty."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-06-08"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Ei Thinza Kyaw_EMBAII - 29, 17th. Bt..pdf", "filesize": [{"value": "357 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 357000.0, "url": {"url": "https://meral.edu.mm/record/9565/files/Ei Thinza Kyaw_EMBAII - 29, 17th. Bt..pdf"}, "version_id": "c380298f-cf04-4e04-8201-fa7cb58c9c08"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Yan Yan Myo Naing"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Ei Thinza Kyaw"}]}]}, "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": "2022-03-01"}, "item_title": "THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION AND LOYALTY IN MYANMAR CITIZENS BANK LIMITED(Ei Thinza Kyaw, 2022)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/9565", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-06-08"}, "publish_date": "2024-06-08", "publish_status": "0", "recid": "9565", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION AND LOYALTY IN MYANMAR CITIZENS BANK LIMITED(Ei Thinza Kyaw, 2022)"], "weko_shared_id": -1}
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION AND LOYALTY IN MYANMAR CITIZENS BANK LIMITED(Ei Thinza Kyaw, 2022)
https://meral.edu.mm/records/9565
https://meral.edu.mm/records/956529af8bab-f15e-40dd-a7eb-29ad9407a7c6
9cd1f4fd-7959-4204-a991-8087d6499416
Name / File | License | Actions |
---|---|---|
![]() |
Publication type | ||||||
---|---|---|---|---|---|---|
Thesis | ||||||
Upload type | ||||||
Other | ||||||
Title | ||||||
Title | THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION AND LOYALTY IN MYANMAR CITIZENS BANK LIMITED(Ei Thinza Kyaw, 2022) | |||||
Language | en | |||||
Publication date | 2022-03-01 | |||||
Authors | ||||||
Ei Thinza Kyaw | ||||||
Description | ||||||
The study aims to examine the practices of Customer Relationship Management (CRM) and to analyze the effect of CRM practices on customer satisfaction and customer loyalty in Myanmar Citizens Bank. In this study, both primary and secondary data are used. The descriptive and analytical research method is mainly used. Primary data are collected by interviewing 125 customers of Myanmar Citizens Bank in Yangon by using the structured questionnaire. To analyze the data, the descriptive statistics and regression analysis are applied. The study found that among CRM practices, conflict handling, competence, and trust-building are significantly and positively effects on customer satisfaction. Concerning customer loyalty, conflict handling, commitment, competence, and trust-building are significantly and positively effects on customer loyalty. On the other hand, communication has negatively and significantly effect on customer loyalty. Moreover, customer satisfaction is significantly and positively effect on customer loyalty. According to the results, MCB bank should more focus on conflict handling, competence, and trust-building to get better customer satisfaction and customer loyalty. Furthermore, MCB bank should try to modify the communication strategy to retain customer loyalty. |
||||||
Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Yan Yan Myo Naing |