MERAL Myanmar Education Research and Learning Portal
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The Effect of Dining Experiences on Customer Satisfaction and Loyalty Towards SKY Restaurant (Nay Htet, 2024)
https://meral.edu.mm/records/9625
https://meral.edu.mm/records/9625abc544a2-1515-4b2e-8085-398d1cc5bbd9
8830ca93-9c3e-4c61-af03-eeabff386a84
Name / File | License | Actions |
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HTET THUYA PE@NAY HTET, OEMBA II - 15, EMBA 19th Batch(Online).pdf (454 KB)
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Thesis | ||||||
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Title | ||||||
Title | The Effect of Dining Experiences on Customer Satisfaction and Loyalty Towards SKY Restaurant (Nay Htet, 2024) | |||||
Language | en | |||||
Publication date | 2024-03-01 | |||||
Authors | ||||||
Nay Htet | ||||||
Description | ||||||
This study investigates the dining experiences offered by SKY Restaurant to enhance customer satisfaction and customer loyalty. This study uses both primary and secondary data. There are 322 loyal customers who used member cards of SKY Restaurant. By using Raosoft Sample Size Calculator, there are 176 respondents as the sample size for the study. Respondents are selected by using simple random sampling method. Primary data are collected by using google form through online. Secondary data are gathered from text books, internet websites and previous research papers. Descriptive statistics and regression analysis are used to analyze the data. According to multiple regression, cleanliness and hygiene, flavor of food and drink, service quality, reasonable price are positive and significant effect on customer satisfaction. Restaurant atmosphere does not significant effect on customer satisfaction. The study also found that customer satisfaction is positive and significant effect on customer loyalty. Customers who are satisfied with their dining experience at SKY Restaurant are more likely to return and recommend the restaurant to others. This study suggests that restaurant should collect regularly and analyze customer feedback which can provide valuable insights to identify areas for improvement and tailor offerings to evolving customer preferences. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Prof.Dr. Than Thu Zar |