MERAL Myanmar Education Research and Learning Portal
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Service Quality, Customer Satisfaction ANd Customer Loyalty Towards KBZ Stirling Coleman Securities( Nyi Zaw Nyunt, 2024)
https://meral.edu.mm/records/9726
https://meral.edu.mm/records/97269fa06a6c-9346-45a1-8206-2f88f9477b0c
b0bcc5d6-3b1e-463a-9457-154d0e83b7e4
Name / File | License | Actions |
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NYI_ZAW_NYUNT_MMM_072_FIRSTBATCH.pdf (902 KB)
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Title | ||||||
Title | Service Quality, Customer Satisfaction ANd Customer Loyalty Towards KBZ Stirling Coleman Securities( Nyi Zaw Nyunt, 2024) | |||||
Language | en | |||||
Publication date | 2024-06-01 | |||||
Authors | ||||||
Nyi Zaw Nyunt | ||||||
Description | ||||||
The objective of this study is to examine the correlation between service quality and customer satisfaction and loyalty in the securities industry, using the SERVQUAL approach. The research methodology employed descriptive statistics and quantitative research methods. Both primary and secondary data sources were utilized, with a sample size of 189 active local individual investors who had engaged in trading within the past year, determined using the Yamane Formula. Primary data was collected through an online questionnaire, while secondary data was gathered from various sources such as the KBZSC website, textbooks, previous theses, the Yangon Stock Exchange website, and relevant journals. The findings indicate that the different dimensions of service quality, including tangibles, reliability, responsiveness, assurance, and empathy, have a significant impact on customer satisfaction in securities companies. These results can assist securities firms in enhancing their service strategies, fostering customer loyalty, and gaining a competitive advantage in a highly competitive market. The study also offers valuable insights for executives, financial practitioners, and researchers interested in comprehending the relationship between service quality and customer satisfaction within the context of securities companies. Furthermore, this research can serve as a foundation for future studies exploring other factors that influence customer satisfaction and effective strategies for improving it. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Prof. Dr. Thynn Thynn Myint |