Importance of brand personality to customer loyalty in Myanmar telecom industries

Citation

Swe, Thet Htar. (2019). Importance of brand personality to customer loyalty in Myanmar telecom industries. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

Myanmar’s telecommunication market is very attractive for mobile telecommunication because of the huge customer base it has. The mobile telecom sectors are growing rapidly and the contribution of this sector to economic development is very significant. This opportunity is attracting foreign giants to enter into this market; as a result, the competition is getting higher day by day. The rapaid change and reform of the market has increased the types of service offered on a subscription basis in different service sectors, in which having loyal customers is critical. Myanmar‘s Telecommunication industry is seriously considering their brand perosnality and customer loyalty. The purpose of this research was to study about brand personality and customer loyalty regarding brand identity and customer satisfaction because it has postive impact on customer loyalty. Low rate call failure, network coverage, price and facilitites can turn leads to customer loyalty.

This documentary research investigated how brand personality and customer loyalty are important for the organization.  The results of the research guided the overview and background and were noted from the literatures and then the findings were established. Finally, the recommendations and suggestions for implementation of this study on all levels of management and other industreis and limitations of the resarch had been presented.

Keywords: brand personality, customer loyalty, loyalty program, Myanmar Telecom Industries.

Importance of brand personality to customer loyalty in Myanmar telecom industries

Master of Business Administration (International Program), Siam University, Bangkok, Thailand