MERAL Myanmar Education Research and Learning Portal
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Experiential Marketing Practices, Customer Satisfaction and Loyalty Towards Shan Yoe Yar Restaurant (San Mya Thidar , 2024)
https://meral.edu.mm/records/9718
https://meral.edu.mm/records/97183a810154-2ac2-4ab1-971d-9a9d0f1c2f85
4420a27f-56b0-4d3b-a191-37301a0f146d
Name / File | License | Actions |
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San Mya Thidar, MMM-027, 2nd Batch.pdf (662 KB)
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Thesis | ||||||
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Title | ||||||
Title | Experiential Marketing Practices, Customer Satisfaction and Loyalty Towards Shan Yoe Yar Restaurant (San Mya Thidar , 2024) | |||||
Language | en | |||||
Publication date | 2024-06-01 | |||||
Authors | ||||||
San Mya Thidar | ||||||
Description | ||||||
This study investigates the experiential marketing practices offered by Shan Yoe Yar Restaurant to enhance customer satisfaction and customer loyalty. This study uses both primary and secondary data. Primary data are collected from 176 sample respondents by using google survey form through online. Respondents are selected by using simple random sampling method. Secondary data are gathered from text books, Internet websites and previous research papers. Descriptive statistics and regression analysis are used for quantitative research method. Customers have high perception on experiential marketing practices. According to multiple regression, the study found that the independent variables of experiential marketing practices except think experience have a positive effect on customer satisfaction. The most positive significant factor is relate experience, followed by sense experience, act experience, feel experience and think experience. The study also found that customer satisfaction has a strongly positive significant effect on customer loyalty. Customers who were satisfied with their experience at Shan Yoe Yar Restaurant were 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. By focusing on the experiential marketing practices that are most important to customers, restaurants can create a valuable customer experience that keeps customers coming back for more. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Prof. Dr. Thynn Thynn Myint |