Examining the factors influencing customer satisfaction and loyalty towards shopping malls in Myanmar | |
| Author | Soe Thandar Aung |
| Call Number | AIT Thesis no.CM-20-04 |
| Subject(s) | Customer satisfaction Shopping malls--Myanmar--Management |
| Note | A thesis submitted in partial fulfilment of the requirements for the degree of Master of Engineering in Construction, Engineering and Infrastructure Management |
| Publisher | Asian Institute of Technology |
| Abstract | This study emphasized on the mall attractiveness factors influencing customer satisfaction and loyalty in three different shopping malls in Yangon, Myanmar. Moreover, the aim to investigate the assessment of mall attractiveness factors in influencing customer satisfaction and loyalty between different malls, gender, different age level and income. There is an also evidence that increasement in shopping malls in recent economic changes, especially in Yangon, Myanmar which has strong impact on country’s development. Questionnaire survey was distributed in three major malls in Yangon, Myanmar (Malls 1, 2 and 3), individual shopping mall customers are targeted as respondents and face to face approach were applied. 722 questionnaires were distributed, and 681 papers were applied for data analysis whereas total of 41 invalid answers were removed. Independent sample t-test, ANOVA analysis and correlation were used to fulfill research objectives. This study highlights that there is a positive correlation between mall attractiveness factors, customer satisfaction and loyalty to the mall. However, consumers rated Mall 2 has the highest customer satisfaction among these three malls, moreover, its intention to revisit to the mall is also the highest. Out of 7 mall attractiveness factors, food related factors and shopping related factors were highly correlated with satisfaction. Location, food and shopping were also found to be the factors that enhance customer loyalty to the mall. Similarly, there are also differences were found between gender, different aged segments and different income level groups. But the perception towards food related factors were found no differences between gender, age and income level. Female visitors in Myanmar favored a shopping mall which has variety of products, reasonable price level and safe or secure place. In addition, younger aged consumers prefer a place that enhance fun, excitement and entertained them. Lastly, provision of high-quality products, international stores branches appeared to be more valued by high income shoppers. Therefore, in order to reduce customers’ dissatisfaction, mall managers and developers need to understand to fulfill the consumers’ need and their perception towards shopping mall’s attributes. |
| Year | 2020 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Civil and Infrastucture Engineering (DCIE) |
| Academic Program/FoS | Construction Engineering and Infrastructure Management (CM) |
| Chairperson(s) | Santoso, Djoen San; |
| Examination Committee(s) | Chotchai Charoenngam;Wasan Teerajetgul; |
| Scholarship Donor(s) | AIT Fellowship; |
| Degree | Thesis (M. Eng.) - Asian Institute of Technology, 2020 |