Examining the relationship between service quality, contractor's image, customer satisfaction and loyalty in Myanmar building projects | |
| Author | Chu Chu Myat Thwe Win |
| Call Number | AIT Thesis no.CM-20-21 |
| Subject(s) | Customer relations--Myanmar Building--Quality control |
| 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 | The main objective of this research investigates factors associated with influence of service quality on contractor image, client satisfaction and how it affects their loyalty toward contractor in Myanmar building projects. The quantitative research methods are applied, and questionnaires survey was conducted. The collected data are analyzed by applying general analysis (such as descriptive statistics, reliability testing, ranking factors by mean value, t-test, hierarchical regression and multicollinearity) and path analysis method used to analyze theoretical model and relationships among research variables. There are five dimensions of service quality in which including 22 attributes, 3 attributes of contractor image and satisfaction to assess loyalty. After factors ranking, top 11 factors (among 22 factors) above mean value 4.00 is concluded. Then, t-test results shows there is significant difference in responsiveness, satisfaction and loyalty observed in project type and loyalty in no of projects experienced with contractor exclude current project and in hierarchical regression results, only project type cause change in loyalty. Then, path analysis is used to investigate the relationship between service quality, contractor image, customer satisfaction and loyalty in Myanmar construction industry in which tangible and empathy among five dimensions do not influence on contractor image, satisfaction, and loyalty. Only reliability and assurance significantly positive effect on image directly and assurance has a direct effect on loyalty. Reliability and assurance effect on satisfaction via mediating effect of image indirectly and on loyalty indirectly through two intervening variables, image, and satisfaction. Only responsiveness has a direct effect on customer satisfaction and loyalty and positively indirect effect on loyalty. Contractor image also influence satisfaction, but image does not affect loyalty directly. However, image effects on loyalty indirectly through satisfaction. The positive significant coefficient for satisfaction and loyalty relationship suggests that the higher satisfaction on contractor service, the higher loyalty of customers towards contractors. The result indicates contractor companies should always strive with high service quality dimensions to ensure that their customers are very satisfied. Moreover, loyalty is potentially one of the most powerful weapons to gain a strategic advantage and survive in today’s everincreasing competitive environment. |
| 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) | Loom Nam Khong Pijai (Greater Mekong Subregion) Scholarships; |
| Degree | Thesis (M. Eng.) - Asian Institute of Technology, 2020 |