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Service Quality, Customer Satisfaction and Repurchase Intention towards New Khitmee Hair Design And Beauty Salon (Ye Ye Lwin, 2022)

https://meral.edu.mm/records/9770
c14eb1c0-2058-46b0-ae64-e0b9188569a4
12619e6f-fdcb-44e1-ab19-5a578127c5ea
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Ye Ye Ye Lwin EMBA II-16 EMBA 18th BATCH (NAYPYIDAW.pdf (1.9 MB)
Publication type
Thesis
Upload type
Other
Title
Title Service Quality, Customer Satisfaction and Repurchase Intention towards New Khitmee Hair Design And Beauty Salon (Ye Ye Lwin, 2022)
Language en
Publication date 2022-10-01
Authors
Ye Ye Lwin
Description
The main objectives of the study are to analyze the effect of motivation factors on
service quality, to determine the effect of service quality on customer satisfaction and to
analyse the effect of customer satisfaction on repurchase intentions towards New Khitmee
Hair Design & Beauty Salon. To achieve this objectives, descriptive and multiple linear
regression analysis are used. In this study, 150 respondents are chosen from consumers
who come into New Khitmee Hair Design & Beauty Salon in Mandalay, by using a
systematic sampling method in which every fifth consumer is identified as a same
respondent. Their responses are gathered through face-to-face interviews and
questionnaire surveys with a structured questionnaire. The study's findings show that two
motivation factors: pull and push are positively influenced on service quality. Among five
dimemsions of service quality: tangibles, responsiveness, assurance, and empathy have
positive effects on customer satisfaction towards New Khitmee Hair Design & Beauty
Salon. Moreover, customer satisfaction has a positive and significant effect on repurchase
intentions towards New Khitmee hair Design & Beauty Salon. This study suggests that
New Khitmee Hair Design & Beauty Salon need to focus on customer satisfaction. Based
on motivation factors and five dimemsions of service quality to stimulate consumer
satisfaction and it lead to repurchase intention. By doing so, their marketing strategies
can lead to profitability by sustaining their position in a highly competing the beauty
salon market.
Thesis/dissertations
Yangon University of Economics
Dr. Myint Thu Zar Ei
0
0
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