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A study of customer loyalty in food retail market, Yangon

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Project Title: A study of customer loyalty in food retail market, Yangon
Author: Mr. Win Hlaing
Advisor: Dr. Teerachot Phongtaveewut
Degree: Master of Business Administration
Major: Marketing
Faculty: Graduate Schools
Academic year: 2018


Win, Hlaing. (2018). A study of customer loyalty in food retail market, Yangon. (Independent study, Master of Business Administration). Bangkok: Siam University.


This research aims to customers’ behavior in the retail market and to study the perceptions of their loyalty in retail market, Yangon. It was used as the measurement of how well expectations of customers were met by the quality of the service provider in the market. Customer Loyalty was the performance indicator of a business. Hence, customer loyalty was increasing competition among businesses and forcing them to pay attention to satisfying customers’ need. Therefore a customer was satisfied if their expectations were met to make the trust. Customers investigate the impact of perceived service quality, trust on customer satisfaction as well as the influence of satisfaction on customer loyalty. Customer satisfaction played an important role in service quality and customer loyalty, which was supported by this research.

To reflect customers’ effective and cognitive assessment of their dissatisfy in quality, and their expectation, customers were negatively the trust in the retail market which dissatisfied and disagreement level, a particular quality of information, the treatment of customer in the retail market, Yangon. Thus the results show that there is a positive and significant relationship among customer service of quality, customer expectation, customer trust, customer satisfaction toward customer loyalty.

The researcher using both qualitative and quantitative research, was collecting sources of this research from books, magazines, journals, government and organization report, and for collecting and analyzing this research data began with the gathering of qualitative data from source form the implementation of the questionnaire to clarify and the previous finding in retail market, Yangon.

Keywords:  Customer Expectation, Customer Trust, Customer Satisfaction, Customer Loyalty, Food Retail Market, Yangon.

A Study of Customer Loyalty in Food Retail Market, Yangon 

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand